Download Citizen Coke: The Making of Coca-Cola Capitalism AudioBook Free
Coke's insatiable thirst for resources designs the company and reshapes the world in this absorbing background. Coca-Cola's success in building a global empire out of sweet drinking water drew on more than a secret formula and brilliant advertising. The true solution to Coke's success was its strategy, from the beginning, to offload development costs and dangers onto suppliers and franchisees. Outsourcing and a trim corporate profile allowed Coke to size up production of an low-price beverage and realize huge earnings. But the costs shed by Coke have fallen on the general public at large. Coke now uses an gross annual 79 billion gallons of drinking water, an increasingly important global resource, and its own reliance on corn syrup has helped power our obesity problems. Bartow J. Elmore explores Coke through its ingredients, showing the way the company secured massive levels of coca leaf, levels of caffeine, glucose, and other inputs. Citizen Coke became a giant in a world of abundance; in a world of scarcity, it is a stress on resources and all who rely upon them.
