{"product_id":"europeans-are-lovin-it-coca-cola-mcdonalds-and-responses-to-american-global-businesses-in-italy-and-france-1886-2015-9789004678835","title":"Europeans Are Lovin' It? Coca-Cola, McDonald's","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eFrom the French origin of Coca-Cola to McDonald’s sponsorship of the 2015 Milan Expo, the book presents the first comparative history of these multinational corporations in two Western European countries, addressing some compelling questions: to what extent our increasingly globalized world is persistently shaped by forms of American hegemony, and what are some of the forces that have been most effective at challenging the relationship between Americanization and globalization? Through the local history of global companies, the book tells a new story about not only the influence of American businesses in Europe but also the influence of European governments and societies on those American businesses and their adaptability.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eAcknowledgments  Abbreviations    Introduction: Think Global, Act Local    Part 1: Coca-Cola: North-Atlantic Crossings, 1886–1946    1 Thirst Knows No Borders: Coca-Cola Lands in Europe  2 War Goes to Coca-Cola, Coca-Cola Goes to War  Conclusion: A Transatlantic Product    Part 2: The Coca-Colonization of Europe, 1947–1972    3 “McCarthyism in Reverse”  4 “The Sun Never Sets On Coca-Cola: Atop the Eiffel Tower”  5 “The Sun Never Sets on Coca-Cola: Beside the Colosseum”  6 “The Children of Marx and Coca-Cola”  Conclusion: Differences and Similarities between France and Italy    Part 3: From Coca-Colonization to McDonaldization, 1973–1990    7 The Golden Arches Join the Red Sign  8 Paninari on the Spanish Steps  9 Fast Food Generations in the McWorld  Conclusion: American Vessels of Globalization    Part 4: Glocalizations, 1991–2015    10 “Always Coca-Cola”  11 Fast Food, Fast World  12 We Are What We Eat: from le Malbouffe to Slow Food  Conclusion: The “Glocal” World    Conclusion  Archives and Primary Sources  Secondary Literature  Index","brand":"Brill","offers":[{"title":"Default Title","offer_id":51047057555799,"sku":"9789004678835","price":999.99,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/europeans-are-lovin-it-coca-cola-mcdonalds-and-responses-to-american-global-businesses-in-italy-and-france-1886-2015-9789004678835","provider":"Book Curl","version":"1.0","type":"link"}