Citizen Coke Elmore Bartow J.
Citizen Coke Elmore Bartow J. How did Coca-Cola build a global empire by selling a low-price concoction of mostly sugar, water, and caffeine? For most of its history the company owned no bottling…
Specifikacia Citizen Coke Elmore Bartow J.
Citizen Coke Elmore Bartow J.
How did Coca-Cola build a global empire by selling a low-price concoction of mostly sugar, water, and caffeine? For most of its history the company owned no bottling plants, water sources, cane- or cornfields. The easy answer is advertising, but the real formula to Coke's success was its strategy, from the start, to offload costs and risks onto suppliers, franchisees, and the government.
Its huge appetite for ingredients gave it outsized influence on suppliers and congressional committees. A lean operation, it benefited from public goods like cheap municipal water and curbside recycling programs. This was Coca-Cola capitalism.In this new history Bartow J.
Elmore explores Coke through its ingredients, showing how the company secured massive quantities of coca leaf, caffeine, sugar, and other inputs. Its growth was driven by shrewd leaders such as Asa Candler, who scaled an Atlanta
Citizen Coke Elmore Bartow J.
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