Coca-Cola's Philanthropic Practices as a Successful Organizational Behavior
Coca-cola is an immensely successful corporation, and a large part of that success is owing to unbeatable brand recognition. No one asks for an "RC Cola," whereas everyone asks for a "Coke." Coke, a private brand, has become synonymous with that particular type of beverage -- something against which PepsiCola has had to struggle during its entire existence, especially in the United States.
But fortunate posturing in brand recognition does not go entirely to organizational behavior. Rather, Coke benefits from a corporate culture in which philanthropy is encouraged and indeed lived. Coke informs its employees constantly of its philanthropic moves and commitments, and really instills the feeling that employees are working not only for higher dividends but for humanity as well.
This practice has been so successful for Coke that it has turned into an organizational behavior for them -- it is almost as responsible for the company's profits as is the brand recognition.
This organizational behavior is evident in a recent interview of Ingrid Saunders Jones, head of the Coca-Cola Foundation.
Jones comments, "We are only as good a company as the people who work for our company. We're looking for the most qualified people that we can find. We must have a diverse workforce. And we cannot be about the business of training people to think and to act. We need that diversity to be in the education populace, to be the student body in all of the schools. So that's...
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