The Coca-Cola Company Struggles with Ethical Crises

418 Words2 Pages
This case discusses problems Coca-Cola, still the most valuable brand in the world, has had with some of its ethical and financial decisions. As one of the most recognized brands in the entire world, Coca-Cola is subject to its fair share of scrutiny. Since the 1990s, Coca-Cola has dealt with lawsuits over many topics, including: product safety, union worker intimidation, inflating short-term earnings, channel stuffing, racial discrimination, anti-competitive behavior, pollution, and excessive depletion of natural resources. By the year 2000, Coca-Cola had fallen off of Fortune’s “America’s Most Admired Companies” list, and in 2009 was still only in 12th place. It also fell to third in the beverages category that year. Something that further aggravated all of the negative press Coke began to experience in the 1990s was frequent changes in leadership. Coca-Cola changed CEOs three times in less than a decade. Coca-Cola did not perform well on the stock market either, making investors even more nervous. Further complicating Coca-Cola’s position is the obesity epidemic in the United States and other developed nations. As a company that primarily deals in soft drinks, Coca-Cola has been placed in a difficult position. The company has started a number of initiatives to combat negative perceptions of its products, but without success. Some of its initiatives have actually resulted in more lawsuits. While Coca-Cola seems to be recovering from the tumultuous 1990s and early 2000s, the brand has lost some of its former luster. Nevertheless, the company has taken steps to address most of the issues that have been raised against it. The company has also taken great strides to be more active in socially responsible causes, particularly in developing nations where production of Coca-Cola products can be most detrimental to local communities and their natural resources. The
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