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 ef...