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The business of peace: Coca-Cola's contribution to stability, growth, and optimism

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  • Banks, Hamish

Abstract

This article reviews the role of a global commercial organization, The Coca-Cola Company, in contributing to national stability in developing markets through a strategic approach to social and economic contribution. The company's initiatives complement the role of policymakers, who are primarily responsible for the safety and prosperity of citizens, often using the Golden Triangle model that aligns government, civil society, and the private sector. Examples are drawn from the empowerment of women and youth; leverage of specialist expertise in water replenishment and in distribution and logistics; the impact of global standards of compliance; and the creation of high-value jobs throughout the expansive value chain. The Coca-Cola system is global in scale but multi-local in its operations, leveraging universal human traits with high relevance in individual markets.

Suggested Citation

  • Banks, Hamish, 2016. "The business of peace: Coca-Cola's contribution to stability, growth, and optimism," Business Horizons, Elsevier, vol. 59(5), pages 455-461.
    • Handle: RePEc:eee:bushor:v:59:y:2016:i:5:p:455-461
    DOI: 10.1016/j.bushor.2016.03.018
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    Cited by:

    1. John E. Katsos & Yass AlKafaji, 2019. "Business in War Zones: How Companies Promote Peace in Iraq," Journal of Business Ethics, Springer, vol. 155(1), pages 41-56, March.
    2. Jay Joseph & John E. Katsos & Mariam Daher, 2021. "Local Business, Local Peace? Intergroup and Economic Dynamics," Journal of Business Ethics, Springer, vol. 173(4), pages 835-854, November.
    3. Forrer, John J. & Fort, Timothy L., 2016. "The PACO index," Business Horizons, Elsevier, vol. 59(5), pages 533-538.

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