Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944

Ciafone, Amanda

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dc.creator	Ciafone, Amanda
dc.date	2018-01-01
dc.date.accessioned	2022-03-23T15:13:01Z
dc.date.available	2022-03-23T15:13:01Z
dc.identifier	https://revistas.unal.edu.co/index.php/hisysoc/article/view/65507
dc.identifier	10.15446/hys.n34.65507
dc.identifier.uri	http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/109955
dc.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.	en-US
dc.description	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.	es-ES
dc.format	application/pdf
dc.format	application/xml
dc.language	eng
dc.publisher	Universidad Nacional de Colombia - Sede Medellín - Facultad de Ciencias Humanas y Económicas - Departamento de Historia	es-ES
dc.relation	https://revistas.unal.edu.co/index.php/hisysoc/article/view/65507/63979
dc.relation	https://revistas.unal.edu.co/index.php/hisysoc/article/view/65507/64867
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dc.rights	Derechos de autor 2018 Historia y sociedad https://creativecommons.org/licenses/by-nc-nd/3.0/deed.es	es-ES
dc.rights	https://creativecommons.org/licenses/by-nc-nd/3.0/deed.es	es-ES
dc.source	Historia y Sociedad; No. 34 (2018): enero-junio de 2018; 41-75	en-US
dc.source	Historia y sociedad; Núm. 34 (2018): enero-junio de 2018; 41-75	es-ES
dc.source	Historia y sociedad; n. 34 (2018): enero-junio de 2018; 41-75	pt-BR
dc.source	2357-4720
dc.source	0121-8417
dc.subject	trasnational history	en-US
dc.subject	food and drink industry	en-US
dc.subject	history of advertising	en-US
dc.subject	business history	en-US
dc.subject	The Coca-Cola Company	en-US
dc.subject	history	en-US
dc.subject	business history	en-US
dc.subject	advertising	en-US
dc.subject	historia transnacional	es-ES
dc.subject	industria de alimentos y bebidas	es-ES
dc.subject	historia de la publicidad	es-ES
dc.subject	historia de negocios	es-ES
dc.subject	The Coca-Cola Company	es-ES
dc.subject	historia	es-ES
dc.subject	historia empresarial	es-ES
dc.subject	publicidad	es-ES
dc.title	Selling Local Modernization through the Global Corporation: Coca-Cola Bottling in Colombia, 1927-1944	en-US
dc.title	La venta de la modernización local a través de la empresa global: embotellando Coca-Cola en Colombia, 1927-1944	es-ES
dc.type	info:eu-repo/semantics/article
dc.type	info:eu-repo/semantics/publishedVersion
dc.type	Artículos evaluados por pares	es-ES
dc.type	investigación histórica	es-ES
dc.type	Peer review article	en-US
dc.type	bibliography and historical press analysis	en-US