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

Ciafone, Amanda, 1978- [Browse]
  • Oakland, California : University of California Press, [2019]
  • ©2019
xiv, 409 pages : illustrations ; 24 cm


Summary note
"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.
Bibliographic references
Includes bibliographical references (pages 347-375) and index.
The Coca-Cola bottling system and the cultural logics of the franchise -- Mediating Coca-colonization: negotiating national development and difference in Coca-Cola company's postwar internationalization -- "I'd like to buy the world a Coke" : the "real thing" and the revolutions of the1960s -- Indianize or quit India: nationalist challenges to Coca-Cola in postcolonial India -- A man is 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.
  • 9780520299016 ((cloth ; : alk. paper))
  • 0520299019 ((cloth ; : alk. paper))
  • 9780520299023 ((pbk. ; : alk. paper))
  • 0520299027 ((pbk. ; : alk. paper))
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