EPISODE · Apr 19, 2026 · 20 MIN
Coca-Cola: The Art of Shifting Risk to Build a Billion-Dollar Empire
from WonderLab · host The Observer
The century-long history of Coca-Cola’s transformation from a medicinal syrup into a global beverage empire reveals how the brand utilized a franchising model to shift production risks and heavy asset costs onto bottlers, while leveraging wartime opportunities and political lobbying to achieve global expansion.
What this episode covers
The century-long history of Coca-Cola’s transformation from a medicinal syrup into a global beverage empire reveals how the brand utilized a franchising model to shift production risks and heavy asset costs onto bottlers, while leveraging wartime opportunities and political lobbying to achieve global expansion.
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Coca-Cola: The Art of Shifting Risk to Build a Billion-Dollar Empire
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