دانلود رایگان مقاله تجارت صلح: سهم کوکا کولا در ثبات، رشد و خوش بینی

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 complementthe role of policymakers, who are primarily responsible forthe 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.

3. Conclusion

To conclude, the role of the private sector as a contributor to global peace and security must be examined both at the local level in its practices and, in the case of multinational organizations, through the lens of globally implemented policies. The CocaCola system is well-positioned to exert a positive influence everywhere it operates in over 200 countries. The anchor strategy of cementing the bond between strong business and strong communities is not only fundamental to Coca-Cola’s business success, but this principle also supports the assumption BUSHOR-1308; No. of Pages 7 Table 2. Coletivo facts Coletivo models drive 550 programs across Brazil, directly impacting more than 100,000 people. Coletivo Retail, Coletivo Events, and Coletivo Logistics currently operate 125 programs in 52 cities in Brazil. These models have trained more than 80,000 youth between the ages of 15 and 25. Coletivo is a Golden Triangle partnership with support of municipal governments and over 500 NGOs and recycling cooperatives hosting classroom space, assisting in recruitment, and supporting operations. Coletivo Recycling supports 10,000 members in 22 states in Brazil. 6 H. Banks that true security–—and peace–—grows from the compact between government’s wise policies and citizens’ sense of opportunity, optimism, and freedom from threat. The Golden Triangle model, which aligns the interests and intentions of governments, civil society, and the private sector, is the preferred and much-repeated approach adopted by Coca-Cola in its social contributions particularly; but, as has been noted, the Golden Triangle model also creates economic opportunity (Coletivo). The integration of specialist expertise from the private sector (e.g., Project Last Mile) encourages best-in-class solutions, the adoption of real-world metrics, and responsible evaluation of ROI. The model is highly effective when it works from within a community–—and the benefit to each partner, and the ultimate beneficiaries, is clear. That is not to say that global programs such as Special Olympics (of which Coca-Cola was a Founding Partner back in 1968) cannot be equally effective provided that the needs of the local stakeholders–—particularly beneficiaries and government–—are not subordinated to the rigid nature of the program.