Europeans Are Lovin’ It? Coca-Cola, McDonald’s and Responses to American Global Businesses in Italy and France, 1886-2015 (European Perspectives on the United States, 8)

Europeans Are Lovin’ It? Coca-Cola, McDonald’s and Responses to American Global Businesses in Italy and France, 1886-2015 (European Perspectives on the United States, 8)
by: Giulia Crisanti (Author)
Publisher: Brill Academic Pub
Publication Date: 2023/9/28
Language: English
Print Length: 352 pages
ISBN-10: 9004678832
ISBN-13: 9789004678835
Book Description
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.
About the Author
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. Read more