"This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola...

"Counter-Cola charts the history of the Coca-Cola Company's globalization and the contests over the corporation in the 20th and 21st centuries. It tells the story of how, over the last 130 years, Coca-Cola has tried to make itself not only physically but also culturally a central part of global...

We thank three anonymous referees for thoughtful comments and suggestions which we found very constructive and helpful. We are particularly grateful to the editor, Al Klevorick, for his advice and painstaking guidance through the multiple revision process. We thank Robert Barsky, Susanto Basu,...

We offer the first direct evidence of an implicit contract in a goods market. The evidence we offer comes from the market for Coca-Cola. We demonstrate that the Coca-Cola Company left a substantial amount of written evidence of its implicit contract with its consumers—a very explicit form of...

This study deals with industrial processes that produce soft drink bottles in different flavours and sizes, carried out in two synchronised production stages: liquid preparation and bottling. Four single-stage formulations are proposed to solve the synchronised two-stage lot sizing and...

This paper estimates a structural model of the Brazilian carbonated soft drink industry to test the claim that the observed low prices of low-end entrants owe to marginal cost advantages over the large, established brands, allegedly stemming chiefly from tax evasion. Such entrants, numbering in...

An exposé on the rise of Coca-Cola to become one of the world's most profitable and recognized brands shares unsettling reports on franchise deals in adversarial nations, the role of company products in obesity rates, and the environmental impact of its bottling practices