This modeled on the precedent here for healthy charitable contribution to active-living initiatives. Accordingly, from its $82 million raised in philanthropic funds, "$6.7 million or 18% was directed to innovative physical activity and nutrition education programs, ranging from the restoration of walking trails and biking paths through the National Park Foundation to support for the Great Fun2Run Program, a curriculum-based program in England that guides teachers, students and their families on the benefits of healthier active lifestyles." (CCC, 1) This constitutes a significant counterpoint to the way it is seen today, largely as a major contributor to this crisis.
According to the 2009 published outline of its intended role as a more ethically oriented corporate entity, Coca-Cola reports that "we aspire to help people around the world lead active healthy lives through the variety and availability of the beverages we produce; our assortment of package sizes; the ingredient, nutrition and health information we provide; our responsible marketing practices; and our support for physical activity programs. We also support health and wellness education programs in certain countries...
Other suggestions worth exploring are such transitional forays as the entrance into sportswear marketing, where Coca-Cola could expand the association of our logo from the soft-drink and associated beverages and snacks with the active, healthy lifestyle that Coca-Cola wishes to promote. This should produce a new marketing campaign in which Coca-Cola, and associated beverages and snacks, may be more explicitly connected to engagement in sporting events and outdoor community activities.
Coca-Cola Company (CCC). (2009). The Coca-Cola Foundation Seeks Bids for Summer Youth Activity and Nutrition Education Programs in the State of Alabama. Corporate Social Responsibility Wire. Online at http://www.csrwire.com/press/press_release/22457-the-Coca-Cola-Foundation-Seeks-Bids-for-Summer-Youth-Activity-and-Nutrition-Education-Programs-in-the-State-of-Alabama
Coca-Cola Company (CCC1). (2009). Live Positively: Our commitment to making a positive difference in the world. Corporate Social Responsibility Wire. Online at http://www.csrwire.com/reports/report/1145-Live-Positively-Our-commitment-to-making-a-positive-difference-in-the-world-
CSRWire. (2010). CSR Profile…
This strategy was successful for some time but when WorldCom tried to acquire MCI (a company with two times more revenues than WorldCom), the binge of acquisitions was ended due to objections from antitrust and other stakeholders. WorldCom's strategy was to display revenues and profits in extremely positive basket; for which the company had to make false misstatements in their accounting records. I think, it was the social and ethical
Corporate Social Responsibility: Bowen and Carroll Howard R. Bowen was the founder of the concept of corporate social responsibility. In his book "Social Responsibility of the Businessman," Bowen argued that business was a major force that touched the lives of numerous individuals. Since business was inextricably and continuously involved in processes of judgment and decision-making, many of their proposals and assertions touched the lives of vast numbers of citizens. These included
Coca ColaGive examples of unethical or unsustainable behavior that firms in the food and beverage industry might undertakeFirms in the food and beverage industry have been criticized for various unethical and unsustainable behaviors. One of these is endangering scarce natural resource supplies; for example, coca-cola has been criticized for endangering scarce water supplies, which is an unsustainable behavior (“CSR at Coca-Cola”).Another is the promotion of unethical eating behaviors, especially through
Com was not their home page instead it was Google.com, digg.com and YouTube. It is important for corporations to take the time to keep up on what is showing up in the new social sites and search engines. New ideas that have arisen out of social media include: 1. Fish where the fish are. Don't build new communities and micro sites. Go where the people already are and 2. Keep
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