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Trade Agreements

In: Economics and Modern Warfare

Author

Listed:
  • Michael Taillard

Abstract

One of the greatest boons to the Coca-Cola company was their 1941 partnership with the USO that brought the cola beverage to US troops across the globe starting in World War II and continuing until at least 2012 during OEF. In 2011, Coca-Cola celebrated the seventieth anniversary of their partnership with the USO by giving to all United States military worldwide one free 20 ounce bottle of any Coca-Cola soda, redeemable by downloading and printing a gift certificate to be used at any military installation. This contract, by itself, helped to develop the distribution infrastructure and public exposure required for Coca-Cola to gain a dominating share of the beverage market worldwide. Today, Coca-Cola is one of the most recognized brands in the world, available in many of the most rural regions of the world.

Suggested Citation

  • Michael Taillard, 2012. "Trade Agreements," Palgrave Macmillan Books, in: Economics and Modern Warfare, chapter 14, pages 115-118, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28225-5_16
    DOI: 10.1057/9781137282255_16
    as

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