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Counter-cola : a multinational history of the global corporation

Author: Amanda Ciafone
Publisher: Oakland, California : University of California Press, [2019] ©2019
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Counter-Cola charts the history of the Coca-Cola Company's globalization and the contests over the corporation in the 20th and 21st centuries. It tells the story of how, over the last 130 years, Coca-Cola has tried to make itself not only physically but also culturally a central part of global daily life. Realizing that success was not just fizzy water, the corporation knew that cultural impact, intellectual  Read more...
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Genre/Form: History
Additional Physical Format: Online version:
Ciafone, Amanda, 1978- author.
Counter-cola
Oakland, California : University of California Press, [2019]
(DLC) 2018042278
Document Type: Book
All Authors / Contributors: Amanda Ciafone
ISBN: 9780520299016 0520299019 9780520299023 0520299027
OCLC Number: 1050457182
Description: xiv, 409 pages : illustrations ; 23 cm
Contents: The Coca-Cola bottling system and the cultural logic of the franchise --
Negotiating national development and difference : the Coca-Cola company's post-war internationalization --
I'd like to buy the world a Coke : the 'real thing' and the revolutions of the Sixties --
'Indianize' or 'quit India': nationalist challenges to Coca-Cola in post-colonial India --
Man is in every bottle : labor and neoliberal violence in the Colombian Coke bottle --
Water for life, not for Coca-Cola : commodification, consumption and environmental challenges in neoliberal India --
CSR, continued social resistance : a non-conclusion.
Responsibility: Amanda Ciafone.

Abstract:

"Counter-Cola charts the history of the Coca-Cola Company's globalization and the contests over the corporation in the 20th and 21st centuries. It tells the story of how, over the last 130 years, Coca-Cola has tried to make itself not only physically but also culturally a central part of global daily life. Realizing that success was not just fizzy water, the corporation knew that cultural impact, intellectual property, commodification of knowledge, and financialization were all key to power over their growing and outsourced production. In this they not only reflected, but drove, the way corporations--especially American corporations--grew and changed globally over a century. Through this story of Coca-Cola, Ciafone is able to tell us about all the key economic transformations of the 20th century--from the liberal developmentalism of empire, to national developmentalism of decolonization, to today's neoliberalism. This is the story of modern global capitalism"--Provided by publisher.

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