"Counter-Cola charts the history of the Coca-Cola Company's globalization and the contests over the corporation in the 20th and 21st centuries. It tells the story of how, over the last 130 years, Coca-Cola has tried to make itself not only physically but also culturally a central part of global...

Introduction -- Current State of Research -- Evaluation and Selection of Existing Cultural Taxonomies -- Introduction to the Synthesis of the Universal Dimensions of Culture (UDCs) -- The Environment - One Connecting Concept? -- Time – One Connecting Concept? -- Human Behavior - One Connecting...