![]() ![]() The author did much research to put this together. ![]() Various factors that came together to make Coca-Cola the success it is today are explained. ![]() I never imagined how far reaching the tentacles of such a corporation could be. ![]() If you want to understand large corporations and how they interact with government, the public, and world economies, you would find this an interesting read. 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. Elmore explores Coke through its ingredients, showing how the company secured massive quantities of coca leaf, caffeine, sugar, and other inputs. 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. Outsourcing and a trim corporate profile enabled Coke to scale up production of a low-price beverage and realize huge profits.īut the costs shed by Coke have fallen on the public at large. The real secret to Coke's success was its strategy, from the beginning, to offload production costs and risks onto suppliers and franchisees. Coke's insatiable thirst for resources shapes the company and reshapes the globe in this absorbing history.Ĭoca-Cola's success in building a global empire out of sugary water drew on more than a secret formula and brilliant advertising. ![]()
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