Europeans Are Lovin' It? Coca-Cola, McDonald's and Responses to American Global Businesses in Italy and France, 1886-2015

Erscheinungsjahr 2023
ISBN: 978-90-04-67883-5
Verlag: Brill

Buch, Englisch, Band 8, 340 Seiten, Format (B × H): 160 mm x 240 mm, Gewicht: 646 g

Reihe: European Perspectives on the United States

From 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.

Autoren/Hrsg.

Crisanti, Giulia

Fachgebiete

• Geisteswissenschaften Kunst Kunst, allgemein
• Geisteswissenschaften Literaturwissenschaft Literaturwissenschaft
• Sozialwissenschaften Soziologie | Soziale Arbeit Soziologie Allgemein
• Geisteswissenschaften Geschichtswissenschaft Weltgeschichte & Geschichte einzelner Länder und Gebietsräume Geschichte einzelner Länder Amerikanische Geschichte

Inhaltsverzeichnis

Acknowledgments

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

Über Autor(innen)

Giulia Crisanti, Ph.D., (2021), Fordham University, is a Research Fellow at Sapienza University of Rome. Her main areas of expertise include the postwar Americanization of Western Europe and business history. She has published articles on American-Italian relations. She currently teaches a “US History” Course at the University of Pisa.

For Europeans Are Lovin'It?, Giulia Crisanti received the 2022 EAAS Rob Kroes Award.