The Coca Cola Brand and Sustainability

Jones, Peter and Comfort, Daphne (2018) The Coca Cola Brand and Sustainability. Indonesian Journal of Applied Business and Economic Research, 1 (1). pp. 34-46. ISSN 2615-6229

[img]
Preview
Text
The Coca Cola Brand and Sustainability.pdf - Accepted Version
Available under License All Rights Reserved.

Download (206kB) | Preview

Abstract

This exploratory paper looks to provide a review of the sustainability themes that have been embedded into the Coca Cola brand and offers some reflections on the relationship between sustainability and branding. The paper begins with an outline of the main characteristics of sustainability and a brief pen picture of The Coca Cola Company. The paper draws its empirical material from 2012/2013 to 2016/2017 sustainability reports posted on one of the company’s corporate websites. The findings reveal a consistent number of themes within the company’s annual sustainability reports including climate protection, water stewardship, packaging and waste management, human and workplace rights, community development and charitable donations, the economic empowerment of women and sustainable agriculture. These issue are seen to be contributing to the beliefs and values that are integral to the Coca Cola brand. However the authors argue that a number of issues, can be seen to reduce the integrity and transparency of the sustainability themes within the Coca Cola brand. The authors also suggest that there are wider tensions between sustainability and growth that may threaten the brand.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Brands; Sustainability; The Coca Cola Company; Reporting process; Economic growth
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5387 Business Ethics
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
H Social Sciences > HF Commerce > HF5001 Business > HF5428 Retail Trade
Divisions: Schools and Research Institutes > School of Business and Technology > Business & Enterprise Management
Research Priority Areas: Applied Business & Technology
Depositing User: Anne Pengelly
Date Deposited: 09 Apr 2018 08:18
Last Modified: 14 Dec 2018 11:00
URI: http://eprints.glos.ac.uk/id/eprint/5550

University Staff: Request a correction | Repository Editors: Update this record

University Of Gloucestershire

Bookmark and Share

Find Us On Social Media:

Social Media Icons Facebook Twitter Google+ YouTube Pinterest Linkedin

Other University Web Sites

University of Gloucestershire, The Park, Cheltenham, Gloucestershire, GL50 2RH. Telephone +44 (0)844 8010001.