Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944
The Coca-Cola Company sold drink concentrates and licensed rights to its trademarked brands to contracted bottlers who produced and sold bottled drinks in designated geographic areas around the world, including Colombia, beginning in 1927. The franchise system enabled international expansion without...
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| Format: | Article |
| Language: | English |
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Universidad Nacional de Colombia, sede Medellín
2018-01-01
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| Series: | Historia y Sociedad |
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| Online Access: | https://revistas.unal.edu.co/index.php/hisysoc/article/view/65507/63979 |
| _version_ | 1818563997040902144 |
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| author | Amanda Ciafone |
| author_facet | Amanda Ciafone |
| author_sort | Amanda Ciafone |
| collection | DOAJ |
| description | The Coca-Cola Company sold drink concentrates and licensed rights to its trademarked brands to contracted bottlers who produced and sold bottled drinks in designated geographic areas around the world, including Colombia, beginning in 1927. The franchise system enabled international expansion without large corporate growth or direct local employment allowing the company to externalize liability and financial risk. The franchise system helped the company situate the production of Coca-Cola within local economies, conscripting local elites and workers into its industry, and negotiating its representational forms to fit local contexts. The Coca-Cola Company thus benefited from the economic and political power of both the U.S. and the Colombian elite as it established its business in the country beginning in 1927. Examining print advertising from the 1920s and 1940s, the papers of Coca-Cola executives, and publications of the U.S. multinational and its Colombian franchise bottler, this article argues that The Coca-Cola Company tenuously constructed its industry, products, and brands as simultaneously global and local. While localizing the Coca-Cola industry, products, and brand, the company alluded to its modernity and global popularity, available for purchase by enterprising merchants and thirsty consumers in Colombia. |
| first_indexed | 2024-12-14T01:23:37Z |
| format | Article |
| id | doaj.art-c6c3c420a5354949807668754964e46d |
| institution | Directory Open Access Journal |
| issn | 0121-8417 2357-4720 |
| language | English |
| last_indexed | 2024-12-14T01:23:37Z |
| publishDate | 2018-01-01 |
| publisher | Universidad Nacional de Colombia, sede Medellín |
| record_format | Article |
| series | Historia y Sociedad |
| spelling | doaj.art-c6c3c420a5354949807668754964e46d2022-12-21T23:22:18ZengUniversidad Nacional de Colombia, sede MedellínHistoria y Sociedad0121-84172357-47202018-01-0134417510.15446/hys.n34.65507Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944Amanda Ciafone0The University of Illinois at Urbana-ChampaignThe Coca-Cola Company sold drink concentrates and licensed rights to its trademarked brands to contracted bottlers who produced and sold bottled drinks in designated geographic areas around the world, including Colombia, beginning in 1927. The franchise system enabled international expansion without large corporate growth or direct local employment allowing the company to externalize liability and financial risk. The franchise system helped the company situate the production of Coca-Cola within local economies, conscripting local elites and workers into its industry, and negotiating its representational forms to fit local contexts. The Coca-Cola Company thus benefited from the economic and political power of both the U.S. and the Colombian elite as it established its business in the country beginning in 1927. Examining print advertising from the 1920s and 1940s, the papers of Coca-Cola executives, and publications of the U.S. multinational and its Colombian franchise bottler, this article argues that The Coca-Cola Company tenuously constructed its industry, products, and brands as simultaneously global and local. While localizing the Coca-Cola industry, products, and brand, the company alluded to its modernity and global popularity, available for purchase by enterprising merchants and thirsty consumers in Colombia.https://revistas.unal.edu.co/index.php/hisysoc/article/view/65507/63979historyfood and drink industryhistory of advertisingbusiness history |
| spellingShingle | Amanda Ciafone Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944 Historia y Sociedad history food and drink industry history of advertising business history |
| title | Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944 |
| title_full | Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944 |
| title_fullStr | Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944 |
| title_full_unstemmed | Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944 |
| title_short | Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944 |
| title_sort | selling local modernization through the global corporation coca cola bottling in colombia 1927 1944 |
| topic | history food and drink industry history of advertising business history |
| url | https://revistas.unal.edu.co/index.php/hisysoc/article/view/65507/63979 |
| work_keys_str_mv | AT amandaciafone sellinglocalmodernizationthroughtheglobalcorporationcocacolabottlingincolombia19271944 |