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Citizen Coke

The Making of Coca-Cola Capitalism

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Citizen Coke

By: Bartow J. Elmore
Narrated by: William Hughes
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Coke's insatiable thirst for resources shapes the company and reshapes the globe in this absorbing history.

Coca-Cola's success in building a global empire out of sugary water drew on more than a secret formula and brilliant advertising. The real secret to Coke's success was its strategy, from the beginning, to offload production costs and risks onto suppliers and franchisees. Outsourcing and a trim corporate profile enabled Coke to scale up production of a low-price beverage and realize 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, an increasingly precious global resource, 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. Citizen 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.

(P)2014 Blackstone Audio, Inc. Economics Environmental Economics Capitalism Success Business Taxation Latin America Africa
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All stars
Most relevant
Very insightful and a true insight to the welfare corporations
are freely given by politicians and governments, while the same denigrate the ‘welfare state’ and citizens needing state help.

Corporate citizens

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A concise history of Coca-Cola, so interesting hearing about how the health of the world was put 2nd time and time again and likely forever. Unlucky humanity!

A must read

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Interesting book that delves into the business of making money without laying capital. Provides strategic insights into money making by this long lived giant company.

Worth the listen

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