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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.
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.
A Small Neutral State’s Visions of Modern War
Series:
History of Warfare, Volume: 140
Total War was the core concept around which military thought revolved during the interwar period. Total War was also a multifaceted, confusing concept that affected both civilian and military life. How did small states conceive of their place in such a destructive war? Did they close their eyes, relying on international law to protect them, or did they seek creative solutions?
This book examines how Dutch officers, in the shadow of three great powers, considered their military future, analysing the impact of European military ideas on a small state. This approach offers a new perspective on interwar dealing with assumptions about a new world war.
This book examines how Dutch officers, in the shadow of three great powers, considered their military future, analysing the impact of European military ideas on a small state. This approach offers a new perspective on interwar dealing with assumptions about a new world war.
A Small Neutral State’s Visions of Modern War
Series:
History of Warfare, Volume: 140
Total War was the core concept around which military thought revolved during the interwar period. Total War was also a multifaceted, confusing concept that affected both civilian and military life. How did small states conceive of their place in such a destructive war? Did they close their eyes, relying on international law to protect them, or did they seek creative solutions?
This book examines how Dutch officers, in the shadow of three great powers, considered their military future, analysing the impact of European military ideas on a small state. This approach offers a new perspective on interwar dealing with assumptions about a new world war.
This book examines how Dutch officers, in the shadow of three great powers, considered their military future, analysing the impact of European military ideas on a small state. This approach offers a new perspective on interwar dealing with assumptions about a new world war.