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...
- Autores:
-
Ciafone, Amanda
- Tipo de recurso:
- Article of journal
- Fecha de publicación:
- 2018
- Institución:
- Universidad Nacional de Colombia
- Repositorio:
- Universidad Nacional de Colombia
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.unal.edu.co:unal/67993
- Acceso en línea:
- https://repositorio.unal.edu.co/handle/unal/67993
http://bdigital.unal.edu.co/69022/
- Palabra clave:
- 9 Geografía e Historia / History and geography
3 Ciencias sociales / Social sciences
trasnational history
food and drink industry
history of advertising
business history
The Coca-Cola Company
historia transnacional
industria de alimentos y bebidas
historia de la publicidad
historia de negocios
The Coca-Cola Company
- Rights
- openAccess
- License
- Atribución-NoComercial 4.0 Internacional
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| dc.title.spa.fl_str_mv |
Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944 |
| title |
Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944 |
| spellingShingle |
Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944 9 Geografía e Historia / History and geography 3 Ciencias sociales / Social sciences trasnational history food and drink industry history of advertising business history The Coca-Cola Company historia transnacional industria de alimentos y bebidas historia de la publicidad historia de negocios The Coca-Cola Company |
| title_short |
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_sort |
Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944 |
| dc.creator.fl_str_mv |
Ciafone, Amanda |
| dc.contributor.author.spa.fl_str_mv |
Ciafone, Amanda |
| dc.subject.ddc.spa.fl_str_mv |
9 Geografía e Historia / History and geography 3 Ciencias sociales / Social sciences |
| topic |
9 Geografía e Historia / History and geography 3 Ciencias sociales / Social sciences trasnational history food and drink industry history of advertising business history The Coca-Cola Company historia transnacional industria de alimentos y bebidas historia de la publicidad historia de negocios The Coca-Cola Company |
| dc.subject.proposal.spa.fl_str_mv |
trasnational history food and drink industry history of advertising business history The Coca-Cola Company historia transnacional industria de alimentos y bebidas historia de la publicidad historia de negocios The Coca-Cola Company |
| 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. |
| publishDate |
2018 |
| dc.date.issued.spa.fl_str_mv |
2018-01-01 |
| dc.date.accessioned.spa.fl_str_mv |
2019-07-03T05:34:25Z |
| dc.date.available.spa.fl_str_mv |
2019-07-03T05:34:25Z |
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Artículo de revista |
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http://purl.org/coar/resource_type/c_2df8fbb1 |
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info:eu-repo/semantics/article |
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info:eu-repo/semantics/publishedVersion |
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http://purl.org/coar/resource_type/c_6501 |
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http://purl.org/coar/version/c_970fb48d4fbd8a85 |
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Text |
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http://purl.org/redcol/resource_type/ART |
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http://purl.org/coar/resource_type/c_6501 |
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publishedVersion |
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ISSN: 2357-4720 |
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https://repositorio.unal.edu.co/handle/unal/67993 |
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http://bdigital.unal.edu.co/69022/ |
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ISSN: 2357-4720 |
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https://repositorio.unal.edu.co/handle/unal/67993 http://bdigital.unal.edu.co/69022/ |
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spa |
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spa |
| dc.relation.spa.fl_str_mv |
https://revistas.unal.edu.co/index.php/hisysoc/article/view/65507 |
| dc.relation.ispartof.spa.fl_str_mv |
Universidad Nacional de Colombia Revistas electrónicas UN Historia y Sociedad Historia y Sociedad |
| dc.relation.references.spa.fl_str_mv |
Ciafone, Amanda (2018) Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944. Historia y sociedad (34). pp. 41-75. ISSN 2357-4720 |
| dc.rights.spa.fl_str_mv |
Derechos reservados - Universidad Nacional de Colombia |
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http://purl.org/coar/access_right/c_abf2 |
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Atribución-NoComercial 4.0 Internacional |
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http://creativecommons.org/licenses/by-nc/4.0/ |
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info:eu-repo/semantics/openAccess |
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Atribución-NoComercial 4.0 Internacional Derechos reservados - Universidad Nacional de Colombia http://creativecommons.org/licenses/by-nc/4.0/ http://purl.org/coar/access_right/c_abf2 |
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openAccess |
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application/pdf |
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Universidad Nacional de Colombia - Sede Medellín - Facultad de Ciencias Humanas y Económicas - Departamento de Historia |
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Universidad Nacional de Colombia |
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Atribución-NoComercial 4.0 InternacionalDerechos reservados - Universidad Nacional de Colombiahttp://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Ciafone, Amanda4328f8a5-7ae7-4f05-953c-f67fae0d4cd93002019-07-03T05:34:25Z2019-07-03T05:34:25Z2018-01-01ISSN: 2357-4720https://repositorio.unal.edu.co/handle/unal/67993http://bdigital.unal.edu.co/69022/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.The Coca-Cola Company ofreció a distintas embotelladoras alrededor del mundo sus concentrados de bebidas gaseosas y sus marcas registradas, para que estas produjeran y vendieran sus bebidas en zonas específicas. Colombia fue incluida en esta iniciativa a partir de 1927. Este sistema de franquicia permitió la expansión internacional de la compañía sin que esta tuviera un gran crecimiento corporativo y sin que debiera recurrir al empleo local directo, externalizando tanto la responsabilidad como el riesgo financiero. Al mismo tiempo, este sistema ayudó a la empresa a insertar la producción de Coca-Cola en las economías locales, reclutando elites y trabajadores nacionales en su industria y negociando sus formas de representación en los contextos locales. De esta manera, al establecer su negocio en Colombia The Coca-Cola Company se benefició tanto del poder económico y político de Estados Unidos como de las elites colombianas. Tras analizar materiales producidos entre 1920 y 1940, como publicidad impresa, documentos de los ejecutivos de The Coca-Cola Company y publicaciones de la multinacional estadounidense y de su franquicia colombiana, este artículo sostiene que The Coca-Cola Company construyó su industria, sus productos y sus marcas apelando tanto a lo global como a lo local. Para lograr este objetivo la empresa utilizó elementos nacionales, pero también su popularidad internacional como estrategia para seducir a ambiciosos comerciantes y a los sedientos consumidores colombianos.application/pdfspaUniversidad Nacional de Colombia - Sede Medellín - Facultad de Ciencias Humanas y Económicas - Departamento de Historiahttps://revistas.unal.edu.co/index.php/hisysoc/article/view/65507Universidad Nacional de Colombia Revistas electrónicas UN Historia y SociedadHistoria y SociedadCiafone, Amanda (2018) Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944. Historia y sociedad (34). pp. 41-75. ISSN 2357-47209 Geografía e Historia / History and geography3 Ciencias sociales / Social sciencestrasnational historyfood and drink industryhistory of advertisingbusiness historyThe Coca-Cola Companyhistoria transnacionalindustria de alimentos y bebidashistoria de la publicidadhistoria de negociosThe Coca-Cola CompanySelling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944Artículo de revistainfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionhttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1http://purl.org/coar/version/c_970fb48d4fbd8a85Texthttp://purl.org/redcol/resource_type/ARTORIGINAL65507-365546-4-PB.pdfapplication/pdf4507944https://repositorio.unal.edu.co/bitstream/unal/67993/1/65507-365546-4-PB.pdfb3189639b2a80b7037bf4711e2d6c9c1MD51THUMBNAIL65507-365546-4-PB.pdf.jpg65507-365546-4-PB.pdf.jpgGenerated Thumbnailimage/jpeg5685https://repositorio.unal.edu.co/bitstream/unal/67993/2/65507-365546-4-PB.pdf.jpg4a78b96ea6bf350728976d5924b644fcMD52unal/67993oai:repositorio.unal.edu.co:unal/679932023-06-01 23:03:10.394Repositorio Institucional Universidad Nacional de Colombiarepositorio_nal@unal.edu.co |