Abstract:

In the context of our multicultural and fast-changing society, more and more large companies have chosen to adopt a more complex business strategy, by adhering to and implementing a series of social responsibility initiatives, thus becoming a much needed instrument for change, in addition to serving their customer base. By engaging in well-structured social responsibility projects and long-term sustainability policies, these multinational corporations have transformed into more holistic enterprises, focusing on adopting a more mature social, cultural and environmental mindset. An important example of this is Coca-Cola Company and the many targeted policies undertaken by this commercial powerhouse. By implementing these practices into their overall business strategy, Coca-Cola aims at improving society and contributing in many areas, thus striving to solidify itself in the marketplace as a more inclusive and mature player. The strategies employed and the benefits offered by the adoption of this new business paradigm is an extremely important subject of study, because it gives us the opportunity to implement these policies at a larger scale and to extend them to many more emerging companies.