Between Incas and Indians: Inca Kola and the construction of a Peruvian-global modernity

@inproceedings{Alcalde2009BetweenIA,
  title={Between Incas and Indians: Inca Kola and the construction of a Peruvian-global modernity},
  author={Mar{\'i}a Cristina Alcalde},
  year={2009}
}
Inca Kola is the only national cola to outsell Coca-Cola in its own territory. This article situates the marketing and success of Inca Kola within broader theoretical debates on the relationship between the local and the global and underscores the usefulness of more nuanced understandings of the local by bringing to the forefront internal heterogeneity and local hegemonic discourses. I suggest that Inca Kola is successful in large part because it bridges the gap between the local and the global… CONTINUE READING