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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.

In Failure of American and Soviet Cultural Imperialism in German Universities, 1945-1990 Natalia Tsvetkova describes the American and Soviet policies in German universities during the Cold War. In both parts of divided Germany the conservative professorate resisted both the American and Soviet policies of reforms in universities. Whether these policies can be considered cases of cultural imperialism will be discussed in this book. As well as how and why both American and Soviet policies of the transformation of German universities eventually failed.