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

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

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.

Product details

• Authors: Giulia Crisanti
• Publisher: Brill
• Languages: English
• Product format: Hardback
• Released: 28.09.2023
• EAN: 9789004678835
• ISBN: 978-90-04-67883-5
• No. of pages: 352
• Dimensions: 160 mm x 240 mm x 26 mm
• Weight: 646 g
• Series: European Perspectives on the U
• Subjects: Humanities, art, music > Art > General, dictionaries; Non-fiction book > History > Miscellaneous