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

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.

• AcknowledgmentsAbbreviationsIntroduction: Think Global, Act LocalPart 1: Coca-Cola: North-Atlantic Crossings, 1886–19461 Thirst Knows No Borders: Coca-Cola Lands in Europe2 War Goes to Coca-Cola, Coca-Cola Goes to WarConclusion: A Transatlantic ProductPart 2: The Coca-Colonization of Europe, 1947–19723 “McCarthyism in Reverse”4 “The Sun Never Sets On Coca-Cola: Atop the Eiffel Tower”5 “The Sun Never Sets on Coca-Cola: Beside the Colosseum”6 “The Children of Marx and Coca-Cola”Conclusion: Differences and Similarities between France and ItalyPart 3: From Coca-Colonization to McDonaldization, 1973–19907 The Golden Arches Join the Red Sign8 Paninari on the Spanish Steps9 Fast Food Generations in the McWorldConclusion: American Vessels of GlobalizationPart 4: Glocalizations, 1991–201510 “Always Coca-Cola”11 Fast Food, Fast World12 We Are What We Eat: from le Malbouffe to Slow FoodConclusion: The “Glocal” WorldConclusionArchives and Primary SourcesSecondary LiteratureIndex