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A Review on the Social Performance of Coca-Cola

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A Review on the Social Performance of Coca-Cola
Communication in Business 100
Semester 1, 2010 - Bentley

Assessment 1: Critical Essay
A Review on the Social Performance of Coca-Cola
(Word count: 1787 words)

Corporate Social Responsibility: An examination of the performance of Coca-Cola

Coca-Cola is a brand that needs no introduction; being in existence since 1886, it has since grown into one of the world’s most powerful brands. Over the years, as Coca-Cola grew larger, so did the number of stakeholders; thus increasing the importance of upholding the principles of corporate social responsibility (CSR). Because 96% of Coca-Cola’s market capitalization value is “intangible” (Interbrand 2000), there is an urgency to protect its brand value and reputation for their stakeholders. There is no doubt that a commitment to CSR can significantly increase trust, credibility and success of business gain (Jimena 2006); and Coca-Cola has realized this with its recent concentration in becoming the recognized global leader in corporate social responsibility (Ward 2006). This paper seeks to discuss how Coca-Cola has performed in regards to social responsibility towards two main stakeholders- the communities in which it operates in and its respective shareholders. It examines the recent back-lashings Coke has had to endure due to its practices in Colombia, Guatemala, El Salvador, Turkey and India; and also Coke’s numerous efforts in community and environmental sustainability throughout the years. You have introduce the company and the aspect well Gloria.
The case against Coca-Cola
As the world’s largest beverage company, Coca-Cola’s global operations spans over 200 countries, making it harder to identify and tackle social and environmental risks before they became hazards (Ward 2006). An annual survey by Interbrand sees Coke ahead of Microsoft in value- at a total of 67.5 billion; however, a series of unfortunate blows to its image has affected its brand value, causing an arise in shareholder’s concern. With growing


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