The Real Thing: Truth and Power at the Coca-Cola Company

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Random House, 2005 - Business & Economics - 412 pages
The Real Thing is a portrait of America's most famous product and the people who transformed it from mere soft drink to symbol of freedom. With fresh insights and a penetrating eye, New York Times reporter Constance L. Hays examines a century of Coca-Cola history through deft portraits of the charismatic, driven men who used luck, spin, and the open door of enterprise to turn a beverage with no nutritional value into a remedy, a refreshment, and an international object of consumer desire. The rise of Coke is also a catalog of carbonation, soda fountains, dynastic bottling businesses, global expansion, and outsize promotional campaigns, not all of which succeeded. By examining relationships at every level of the company, Hays reveals the psyche of a great American corporation–and also tells a larger story about business and this nation's culture.
 

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The real thing: truth and power at the Coca-Cola Company

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We don't need another history of the Coca-Cola Company, but this book is something different. A New York Times reporter who has covered the food and beverage industry for several years, Hays examines ... Read full review

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Wonderful writing style but a somewhat fractured approach to a topic that is epic in its proportions. Coke in its own way garnered the market both ideologically and economically by percolating the vision of a drink that embodies robust individuality, warm hearted family centeredness, and a desire to compete in a fair market. Although the writer repeats these ideas throughout the book, the writer does not sufficently penetrate the meaning of these ideas and its consequences for the company's highs and woes. This being said, tn many ways this a superb book, and a thoroughly enjoyable read, and highly recommended read for our times. Sadly though more time I think needed to be taken for the writer to tease out the notions in the book to make it the true classic she was writing about. 

Contents

Obviously Unhappy 29
290
Enjoy 30ſ
306
The Unscripted Part 3 19
319
Always CocaCola
334
Nerve Tonic
347
3
365
Acknowledgments
391
Copyright

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About the author (2005)

Constance L. Hays has worked as a reporter for The News and Observer in Raleigh, North Carolina, and, since 1986, for The New York Times, where she covered the food and beverage industry for three years. She lives in New York City with her husband, John A. Hays, and their three children.


From the Hardcover edition.

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