The crisis of coca cola
The importance of transparency and scientific research
The chairman has listed some things that the company intends to change in their quest to ensure the firm is transparent to the public on the topic of the nutritional effects of their products and the efforts put to do independent scientific research on their beverages.
Supporting non-profit organizations and studies
The firm plans to support non-profit making organizations and studies in a bid to better understand the cause and solution of obesity regarding their products. The CEO has directed the North American president to frequently update their website with the outcomes resulting from research on physical activity and nutritional value of their product, recruiting an independent body to oversee the academic research and involving leading experts in the academic research. These efforts will go a long way to assure the public of transparency in Coca-Cola, but they are not enough as research also needs to focus on other countries instead of replicating the outcomes from North America to other states (Kent, 2015).
Addressing the crisis
Coca-Cola has addressed the three O's of crisis management. The management through the CEO has acknowledged that the methods employed in engaging with the scientific community and public health in solving obesity issues are not working and that the accusations on redirecting the focus from the contribution of their products to obesity are not entirely false. The CEO has been vocal on the issues, and the firm has responded by putting plans such as supporting independent research (Braykovich, 2015).
Steps to be taken
Other steps that can be taken include ensuring the coca cola employees are given all the information so that they do not form rumors that they will later post on social media. Also, the firm should contact their customers and suppliers before the crisis leaks to the public (Tucker, 2017).
References
Braykovich, M. (2015, August 24). How Coca-Cola's op-ed hit the 3 O's of crisis management. Retrieved from www.prdaily.com: https://www.prdaily.com/Main/Articles/1a035413-d6bd-4d2c-887d-05e2e8ea1112.aspx
Kent, M. (2015, August 20). 'We’ll Do Better': Coca-Cola Vows to Improve Transparency. Retrieved from www.coca-colacompany.com: http://www.coca-colacompany.com/stories/well-do-better-coca-cola-vows-to-improve-transparency
Tucker, E. (2017). Business Continuity from Preparedness to Recovery. Oxford: Elsevier Inc.
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