Novedades del último mes en eBooks de Economía internacional

"The Spunk Water Disaster How Coca-Cola tried to sell tap water to the British" analyzes one of the most embarrassing product launches in history. In 2004, Coca-Cola launched its water brand "Dasani" in the UK. They marketed it as "pure, still water."Marketing expert Michael Stevens details the catastrophe. First, the press discovered the water was just tap water from Sidcup, treated and bottled. Then, it was revealed that the treatment process had accidentally created bromate, a carcinogen, forcing a total recall. To make matters worse, the marketing slogan "Bottled Spunk" (slang for semen in the UK) was used in internal pitches, and the comparisons to a famous Only Fools and Horses episode made the brand a laughing stock."The Spunk Water Disaster" is a lesson in cultural blindness and PR management. It shows how a global giant can be brought to its knees by failing to understand the local market and the power of the British tabloid press.

"The Steel Arteries How a simple metal box globalized the world economy" tells the unlikely story of the most influential invention of the 20th century: the shipping container. Before 1956, loading a ship was a chaotic, week-long process of manual labor, sacks, and barrels. Then, a truck driver named Malcom McLean had the idea to detach the truck trailer and stack it directly onto the ship.Author David Box chronicles the resistance McLean faced from dockworker unions and traditional ports. The book explains how standardization lowered the cost of shipping by over 90%, making it cheaper to manufacture a toothbrush in China and ship it to New York than to make it locally. It reveals how this "boring" metal box destroyed local manufacturing and created the modern consumer world."The Steel Arteries" is a micro-history of efficiency. It illustrates how a simple change in geometry can reshape the geopolitical landscape, turning the oceans into a conveyor belt for the worlds goods.

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