Shareowners, Stakeholders & the Global Oversize Economy. The Coca-Cola Company Case
DOI:
https://doi.org/10.4468/2019.1.02brondoniKeywords:
Shareowners, Stakeholders, Oversize Economy, Global Competition, The Coca-Cola CompanyAbstract
Since 2010, globalisation has imposed a new view of the competitive environment in which competitors are not always direct rivals. On the contrary, as a result of alliances and agreements, certain firms can become mega-organisations that have the potential to change the long-term competitive structure of sectors (oversize economy). In the emerging oversize economy, mega corporations (The Coca-Cola Company, McDonald’s, Apple, for instance) manage competition adopting firm policies focused on shareownership, co-ownership and stock splits. The Coca-Cola Company accountability for sustainability creates a range of outcomes including diverse beverage products; economic benefits such as jobs, taxes paid and community investment; ecosystem impacts and initiatives; and customer and shareowner value.
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