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Published by:
IBS Center for Management Research (2006)
22 pages
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The case discusses some of the alleged controversial business and labour practices of the Coca-Cola Company and its bottlers in some countries. It discusses in detail the allegations made against Coca-Cola's labour practices in Colombia, environmental and product issues pertaining to the company in India, and its trade practices in Mexico. The case also highlights the rise in consumer activism and details the ban imposed on Coca-Cola's products by some universities in the US and in Europe following pressure from student unions and other activist organisations. Coca-Cola's responses to these allegations have also been presented. The case will help the students to: (1) understand the issues and allegations faced by Coca-Cola in Colombia, India, and Mexico; (2) understand the challenges faced by multi-national companies due to the rise in consumer activism; (3) appreciate the importance of communication and social responsibility for multi-national companies that operate across geographic regions and cultures; and (4) identify the linkage between operational issues and brand equity. The case is meant for MBA/MS students as part of the business ethics / corporate social responsibility / international business / brand management curriculum. The teaching note includes: (1) the abstract; (2) teaching objectives and methodology; (3) questions for discussion and analysis; (4) case feedback; and (5) additional readings and references.
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