The Making of Coca-Cola CapitalismBook - 2015
How did Coca-Cola build a global empire by selling a low-price concoction of mostly sugar, water, and caffeine? 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. For most of its history the company owned no bottling plants, water sources, cane- or cornfields. A lean operation, it benefited from public goods like cheap municipal water and curbside recycling programs. Its huge appetite for ingredients gave it outsized influence on suppliers and congressional committees. This was Coca-Cola capitalism.
Publisher: New York : W.W. Norton & Company, 
Edition: First edition
Branch Call Number: Business & Career 338.766 ELM
Alternative Title: Making of Coca-Cola capitalism