3. “I’d Like to Buy the World a Coke”: The “Real Thing” and the Revolutions of the 1960s

Chapters in this book

1. Frontmatter i
2. Contents vii
3. Acknowledgments ix
4. Introduction 1
5. 1. The Coca-Cola Bottling System and the Logics of the Franchise 19
6. 2. Mediating Coca-Colonization: Negotiating National Development and Difference in Coca-Cola’s Postwar Internationalization 61
7. 3. “I’d Like to Buy the World a Coke”: The “Real Thing” and the Revolutions of the 1960s 105
8. 4. Indianize or Quit India: Nationalist Challenges to Coca-Cola in Postcolonial India 151
9. 5. A Man in Every Bottle: Labor and Neoliberal Violence in Colombian Coca-Cola Bottling 184
10. 6. Water for Life, Not for Coca-Cola: Commodification, Consumption, and Environmental Challenges in Neoliberal India 227
11. 7. CSR: Corporate Social Responsibility and Continued Social Resistance. A Nonconclusion 271
12. Abbreviations 305
13. Notes 307
14. Selected Bibliography 347
15. Index 377