“Sustainability is one of those issues that I am very passionate in, it is linked to my beliefs,” says Zhang Huaying, Coca-Cola’s VP for Sustainability in the Greater China, Korea region. She has been tasked with integrating the company’s Corporate Social Responsibility plans into day-to-day operations, taking it beyond just PR concerns. But how exactly does this work? And how is Coca-Cola’s CSR program structured differently to most companies? In this interview, Zhang talks to CKGSB Knowledge on how Coca-Cola practically implements sustainability programs in China, whether the issue is water sustainability or financial arrangements for helping out with responses to natural disasters.
Brave Old World: The Art of Reviving a Brand
Brands have lifecycles and as they lose their relevance, they fall by the wayside. What really goes into reviving a brand and keeping it fresh?
Coke’s Secret Formula: Cultural Equity
University of Minnesota’s Carlos Torelli on how Coca-Cola and Elvis leveraged cultural equity to create brand loyalty.
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