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Author Ciafone, Amanda, 1978- author.

Title Counter-cola : a multinational history of the global corporation / Amanda Ciafone.

Publication Info. Oakland, California : University of California Press, [2019]
©2019

Copies

Location Call No. OPAC Message Status
 Axe 3rd Floor Stacks  338.766362 C48c 2019    ---  Available
1 copy being processed for Axe Acquisitions Order.
Description xiv, 409 pages : illustrations ; 23 cm
text txt rdacontent
unmediated n rdamedia
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.
Globalization -- Economic aspects.
Culture and globalization.
Coca-Cola Company. (OCoLC)fst00541496
Culture and globalization. (OCoLC)fst01736229
Globalization -- Economic aspects. (OCoLC)fst00943533
Genre/Form History. (OCoLC)fst01411628
ISBN 9780520299016 hardcover alkaline paper
0520299019 hardcover alkaline paper
9780520299023 paperback alkaline paper
0520299027 paperback alkaline paper
9780520970946 ebook

 
    
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