This case is about global water sustainability initiatives undertaken by The Coca-Cola Company (Coca-Cola). It details the
Question:
This case is about global water sustainability initiatives undertaken by The Coca-Cola Company (Coca-Cola). It details the activities undertaken by Coca-Cola management and employees to contribute to the benefit of society (social responsibility) and the benefit of the community, where the company commits to return all the water used in its operations to the environment. On June 5, 2007, Coca-Cola and the World Wildlife Fund (WWF) launched a global project focused on water conservation. Coca-Cola, one of the world's largest beverage companies, has made water sustainability initiatives an integral part of its corporate agenda, as water is an essential element for the company's business to run. |
According to the company, it was aware of the environmental impact of a business of its scale and therefore decided to implement a wide range of initiatives to improve the quality of life of its customers, workforce and society in general. Coca-Cola's water sustainability initiatives have garnered praise from collaboration partners and harsh criticism from activists and environmental experts for allegedly depleting India's groundwater resources. The company was also accused of dumping toxic and hazardous waste materials near bottling plants and dumping wastewater onto farmers' farmland. In addition, Coca-Cola was one of the most boycotted companies in the world for its alleged unethical business practices in developing countries.
Despite criticism, the company has championed several water sustainability initiatives, including stormwater harvesting, groundwater resource restoration, efficient water resource management, watershed protection, community water initiatives, and global awareness and action initiatives to educate underserved communities about the importance of water. The company was also criticized for spending millions of dollars to project a "green" and "eco-friendly" image and for failing to follow the basic principles of conducting its business ethically. Critics felt it was an attempt at a greenwash, as Coca-Cola's business practices in India hurt its brand image while taking a hit on sales. However, the company aimed to be a water-neutral company by 2010. »
Understand the issues and challenges Coca-Cola faces in relation to its global environmental responsibility initiatives. » Understand the concept of sustainability and its importance in today's businesses. » Understand the need for a vision, policy and governance structure to achieve the objectives of sustainability management. » Understand how environmentally and socially responsible behavior leads to sustainable business performance. » Develop a framework for measuring sustainability initiatives. » Identify how a company's stance on social and environmental issues can contribute to strengthening its corporate image. » Understand the reactions of consumers, environmental experts and critics to Coca-Cola's water sustainability initiatives.
Questions
1. Discuss the main idea of this case?
2. What is the problem of the case)?
3. How would you relate this case to business ethics?