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  1. #1
    Join Date
    Dec 1999
    Location
    Steuben County New York State
    Posts
    1,815

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    USA Today's Section B on page 8 has a review of the book "The Real Thing: Truth and Power at the Coca-Cola Company" by Constance L. Hays. This paragraph ffrom the review I think will give you an idea of what the book is about. All poor grammar is mine. I'm not taking time to check spelling.
    Once Hays sets the table with her history of Coke's bottler system, she gets into the meat of the story: how a team of executives, Coke's CEO Roberto Goizueta, president Don Keough and CFO Doug Ivester, systematically took control of the bottler system in the 1980s and early 1990s by buying out individual bottlers.
    I picked up the book today at BN because it was 20% off. It will be a few days before I start but from what I've seen it takes about 50 of the 416 pages to cover the first 75 or so years of Coke history then the focus is on the mid 80s with New Coke and the 90s with problems in Belgium and problems with racial issues within the company. There does seem to be bottler history in most of the chapters but I have not flipped thru it much.
    Whatcha gonna do mama now that the roast beef is gone?

  2. #2
    Join Date
    Oct 2003
    Location
    Richmond VA
    Posts
    270

    Post

    The thing about the buyouts seems interesting, but I couldn't care less about the problems in Belgium.

  3. #3
    Join Date
    Dec 1999
    Location
    Steuben County New York State
    Posts
    1,815

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    I was flipping through the book last night and there are lots of interesting bits on the havoc CCE has caused with retailers, a soda fountain, independant Coke bottlers and some RC bottlers in Texas and Louisiana. The chapter on the RC bottlers losing business because of CCE's contracts with retailers looks very interesting.
    Whatcha gonna do mama now that the roast beef is gone?

  4. #4
    Join Date
    Jul 2002
    Location
    Delaware
    Posts
    4,790

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    And Kalil said something that we've all seen in stores (and even talked about on the board) -- the bottlers forcing retailers to take the slow moving brands along with the top sellers.

    "They are taking a good product and tying a dog product onto it." (p. 245).

  5. #5
    Join Date
    Jul 2002
    Location
    Delaware
    Posts
    4,790

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    Some of the stuff in this book is pretty mind-blowing for someone who has worked for this company for quite a few years (like myself). I cheated and read a chapter later in the book (the one I just quoted), but now I've started over and I've read the first 30 pages.

    A lot of familiar names, and it's interesting to see how things initally played out with the company and the bottlers (and the antagonistic relationship between the two, which was the catalyst for Coke creating CCE).

  6. #6
    Join Date
    Apr 2003
    Location
    Central,Virginia/Quebec, Canada
    Posts
    226

    Post

    Capitalist propaganda...
    Tea Time! It\'s Tea time....<br /><br />Carbonated Tea.

  7. #7
    Join Date
    Jan 2002
    Location
    Douglas, WY
    Posts
    1,229

    Post

    Sounds like an interesting book, I might have to get it. I've wanted an update on the 1980 book "The Cola Wars" which has several chapters about the dirty sides of the industry, and doesn't pull it's punches for either Coke or Pepsi.

    andy
    Give me some cane sugar real Pepsi in a glass bottle... and not Throwback!

  8. #8
    Join Date
    Oct 2003
    Location
    Richmond VA
    Posts
    270

    Post

    Picked up the book on Sunday,. Pretty iteresting book so far...

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