Description |
xiv, 409 pages : illustrations ; 23 cm |
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text txt rdacontent |
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unmediated n rdamedia |
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volume nc rdacarrier |
Bibliography |
Includes bibliographical references (pages 347-375) and index. |
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 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. |
Contents |
The Coca-Cola bottling system and the logics of the franchise -- Mediating Coca-colonization : negotiating national development and difference in Coca-Cola's postwar internationalization -- "I'd like to buy the world a Coke" : the "real thing" and the revolutions of the 1960s -- Indianize or quit India : nationalist challenges to Coca-Cola in postcolonial India -- A man in every bottle : labor and neoliberal violence in Colombian Coca-Cola bottling -- Water for life, not for Coca-Cola : commodification, consumption and environmental challenges in neoliberal India -- CSR : corporate social responsibility and continued social resistance, a nonconclusion. |
Subject |
Coca-Cola Company -- History.
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Globalization -- Economic aspects.
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Culture and globalization.
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Coca-Cola Company. (OCoLC)fst00541496
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Culture and globalization. (OCoLC)fst01736229
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Globalization -- Economic aspects.
(OCoLC)fst00943533
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Genre/Form |
History. (OCoLC)fst01411628
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ISBN |
9780520299016 hardcover alkaline paper |
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0520299019 hardcover alkaline paper |
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9780520299023 paperback alkaline paper |
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0520299027 paperback alkaline paper |
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9780520970946 ebook |
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