Başlık:
Citizen Coke : the making of Coca-Cola capitalism
Yazar:
Elmore, Bartow J.
ISBN:
9780393241129
Yazar Ek Girişi:
Basım Bilgisi:
First edition.
Fiziksel Tanımlama:
[ix], 416 pages, 8 pages of unnumbered plates : illustrations ; 25 cm.
İçerik:
Figures ix Prologue: A Creation Myth of Citizen Coke 1 (6) Introduction 7 (8) Part I Citizen Coke Comes of Age, 1886 to 1950 15 (136) 1 Tap Water Packaging Public Water for Private Profit 17 (36) 2 Waste Tea Leaves Recycling Caffeine Found in Other Industries' Trash 53 (23) 3 Sugar Satiating Citizen Cane's Sweet Appetite 76 (34) 4 Coca Leaf Extract Hiding the Cocaine-Cola Connection 110 (25) 5 Cocoa Waste Synthesizing Caffeine in Chemical Labs 135 (16) Part II The Costs of Empire, 1950 to Today 151 (146) 6 Water from Abroad Securing Access to Overseas Oases 155 (38) 7 Coffee Beans Capitalizing on the Decaf Boom 193 (31) 8 Glass, Aluminum, Plastic Selling Curbside Recycling to America 224 (38) 9 High-Fructose Corn Syrup Storing Sweeteners in Stomach Silos 262 (35) Epilogue: Sustaining Coke's Future? 297 (8) Acknowledgments 305 (6) Notes 311 (60) Bibliography 371 (24) Illustration Credits 395 (2) Index 397
Özet:
Coca-Cola's success in building a global empire drew on more than a secret formula and brilliant advertising. The secret to Coke's success was its strategy to offload production costs and risks on to suppliers and franchisees. Outsourcing and a trim corporate profile enabled Coke to scale up production of a low-price beverage and realise huge profits. But the costs shed by Coke have fallen on the public at large. Coke now uses an annual 79 billion gallons of water and its reliance on corn syrup has helped fuel our obesity crisis. Bartow J. Elmore explores Coke through its ingredients, showing how the company secured massive quantities of coca leaf, caffeine, sugar and other inputs. Coke became a giant in a world of abundance. In a world of scarcity it is a strain on resources and all who depend on them.
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Library | Materyal Türü | Demirbaş | Yer Numarası | Durumu / Lokasyon / İade Tarihi |
|---|---|---|---|---|
Arıyor... | Kitap | EKOBKN0000783 | 338.7663620973 ELM 2015 | Arıyor... |