Word: colas
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Dates: during 1950-1959
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...Pinch of CO2. Coca-Cola has avoided the deadly sin of most modern business enterprises: over-organization and overcentralization. The only thing that Coca-Cola sells, outside of the U.S., is its secretly compounded concentrate. This is the same as it was in the day (1886) of Dr. J. S. Pemberton, who invented Coca-Cola-it was then green and supposed to cure headaches. The raw material is shipped to a dozen Coca-Cola-owned plants around the world, and sold to bottlers...
...bottlers add water, sugar and carbon dioxide according to a specific formula, and take care of their own selling-also according to a specific formula. With a few exceptions, Coca-Cola owns no bottling plants or retail stores, leaves the profit from these operations to be made by others. In all countries where it is bottled, Coca-Cola stimulates local industry; virtually all the coolers, bottles, cases, uniforms and advertising material used in foreign countries are made outside...
...Coca-Cola manages to keep this loose and sprawling confederation of more or less independent industries producing the same product, with more or less the same advertising and the same sales methods, is one of U.S. industry's miracles of organization...
Until a better word comes along to denote that process, the dazzled layman can only call it education. Coca-Cola coolly takes hold of Japanese capitalists, Italian intellectuals, German bureaucrats and Bolivian laborers and trains them to do a series of specific jobs in every move and thought the way they are done in America. What is more, the trainees like...
...Scrap Material, Disposal of." The first step in the educational process is to teach the teachers. The teachers are called "field men" and Coca-Cola employs about 300 of them, half of them Americans. They are scooped up like so many bottles at the front end of a Coke bottling line, and are put through a preliminary two weeks' training in New York, during which they are thoroughly rinsed of any wrong ideas they may have had about Coke. Then they move along the assembly line to various U.S. plants, where they are filled brimful with Coca-Cola lore...