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BY: VIVIANA SALGADO MOLINA
CROSS CULTURAL MANAGEMENT
PROFESSOR: LUIS TORO DUPOUY
EAE BUSINESS SCHOOL
"Our rich diversity…is our collective strength." (UNESCO, Johannesburg Declaration, 2002).
According to the UNESCO; "As groups of people worked and lived together, they
developed distinctive cultures. Together the cultures of the world create a rich and varied
tapestry. The resulting cultural diversity expands choices, nurtures a variety of skills, human
values and worldviews and provides wisdom from the past to inform the future."
Cultural diversity can bring a huge amount of positive elements such as adaptability,
innovation, dynamism, commitment, knowledge, experience, etc. Nowadays, the
immigration of people around the world is inevitable, and as a consequence the whole
world is exchanging all kind of characteristics between different cultures and nationalities.
Due to people from different countries working for multinational corporations, these firms
have access to a large cultural diversity what significantly improves their strategies by taking
into account country specific aspects while launching a product.
In this paper we are going to analyze COCA-COLA COMPANY. Through this analysis
we will be able to know deeply the cultural diversity of the company and the way they are
managing it in order to use this characteristic as strength and not as a weakness.
Nowadays, the world understands the challenge that cultural diversity significates for
business and international companies. Cultural diversity is becoming an important factor in
the operational strategies because it plays an essential role in the perception of the brand
and the strategies used for the companies to commercialize the products and be successful
in the global market.
II. COCA COLA COMPANY
The Coca-Cola Company is a multinational corporation engaged in the production of
beverages. Considered one of the largest U.S. corporations and well-known for its main
product COCA-COLA, the most consumed soda in the world.
Coca-Cola's headquarter is located in Atlanta but the company has presence in more than
230 countries and has more than 142,000 employees all over the world. The company has
been recognized for its interest and performance in the Cultural Diversity area. The
working system of the company and the interaction among employees and the entire
organizational structure is based on equality and respect for diversity of gender, age,
cultures, and nationalities and so on.
Cultural Diversity could be identified in the company in two different levels. On one side
the internal management and the ability to handle all nationalities already working in
different areas; diverse workforce seems to be critical to their business in order to get a
variety of perspectives, ideas, opinions and advices to ensure the success of the campaigns
in the different marketplaces.
The values of the company serve as a compass for the actions...