
Citizen Coke
The Making of Coca-Cola Capitalism
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Narrated by:
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William Hughes
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By:
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Bartow J. Elmore
Coke's insatiable thirst for resources shapes the company and reshapes the globe in this absorbing history.
Coca-Cola's success in building a global empire out of sugary water drew on more than a secret formula and brilliant advertising. The real secret to Coke's success was its strategy, from the beginning, to offload production costs and risks onto suppliers and franchisees. Outsourcing and a trim corporate profile enabled Coke to scale up production of a low-price beverage and realize huge profits.
But the costs shed by Coke have fallen on the public at large. Coke now uses an annual 79 billion gallons of water, an increasingly precious global resource, and its reliance on corn syrup has helped fuel our obesity crisis. Bartow J. Elmore explores Coke through its ingredients, showing how the company secured massive quantities of coca leaf, caffeine, sugar, and other inputs. Citizen Coke became a giant in a world of abundance; in a world of scarcity, it is a strain on resources and all who depend on them.
©2014, 2015 Bartow J. Elmore (P)2014 Blackstone Audio, Inc.Listeners also enjoyed...




















A great book that share helpful insights
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This book is fascinating and important
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Coca + Kola
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Bravo!
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insightful
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WOW! Knew but DIDN’T
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And, I know understand the idiom "Coca-Cola Cowboy"!
I love and adore Coca-Cola. It cleans rust from a battery, and it will strip wax, and, it will remove the worst industrial black grease from clothes and skin alike.
It is only recently I have been broken of my addiction, and I discovered what I no longer knew- the chemical brew tastes awful!
This book not only begins with one man's attempt to make a living, but it shows how Coca-Cola has influenced our current eating habits. Even our recycling has been affected. All carbonated beverages here in Michigan have a 10 cent deposit, and other states have cash refund policies, because Coca-Cola wanted to save money.
Read this. It's a wonderful, fascinating tale of history! The narrator is good, too.
An addicted Civil War veteran has hooked the world
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Why haven’t I heard of this book!
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The conclusion does not follow the majority of the content that precedes it. Far from a critique of free markets, the book neatly illustrates the perils of overreaching government involvement in industry and its inevitable effect on the lives of average people.
Despite the bait-and-switch ending, this detailed chronical of Coke and it's competitors drive toward market dominance is a fascinating listen.
Good but flawed.
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Whining of doubter in capitalism, well written
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