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Question: Discuss the CSR Activities of Coca Cola.    Answer: Introduction: Although the ulterior objective of any private organization is profit maximization, it also should ensure that its business practice does not create any environmental hazard, but if possible, does contribute to the well-being of the world. Keeping in mind, the responsible act of doing business, even large multinational companies, such as Coca Cola, is engaging much in CSR activities. The involvement in CSR activities, is not only helping Coca Cola in maintaining ecological sustainability and contributing to community well-being, but also in getting competitive advantage. As the CSR activities can easily attract the socially conscious consumers, it directly contributes to the organizational success (Tziner et al. 2013). Discussion: In the world of beverages, Coca cola is one of the most reputed names, leading the consumer market through its production of soft drinks, fruit drinks, sport drinks and many other types of beverages. Although Coca Cola is a leading name in the market of beverages, it is not free from close competition from some of the rival giants such as Monster Beverage or Pepsi. Hence, to retain its top position in the market,  Coca Cola has incorporated the idea of CSR in its business strategy (Caplan et al. 2016). Research Questions: The research questions of the following research are as follows: What are the CSR activities that Coca Cola follows? How does the CSR activities help coca cola to attain brand value and enjoy competitive advantage in the business world? To what extent does Coca Cola follow the CSR activities in reality? Literature Review: According to Hills and Wellford, Coca cola is one of the few beverage companies of the world, which has taken up various initiatives to act like a responsible organization in the business world. The major CSR activities which Coca Cola engages itself in, are as follows: Figure 1: CSR Activities of Coca Cola (Caplan et al. 2013) Hills points out that as Coca cola is a beverage manufacturing organization, Coca Cola, puts much effort for the purpose of water conservation. The company follows a 3R approach to the purpose of water conservation. The company believes in Reducing the total amount of water being used, Reusing the wastewater on plants, and Replenishing the water being consumed in the process. For the purpose of replenishment of the water, the company invests on various initiatives, such as the Rain Water Harvesting Programs (Alabau et al. 2015). Wellford has pointed out that the company is also investing much energy and money for the sake of water efficient means of beverage production. The official report suggests that back in the year of 2004, the company was using as much as 2.7 Liters of water, for the purpose of producing a 1 Liter of its beverage product. However, by now the company has reduced its total consumption of water, as the company is using only 2.3 Liters for the production of 1 Liter bottle (Gleick & Ajami 2013) . Furthermore, the company is also aiming at reducing the amount to only 1.7 liters, by the year of 2020. The introduction of the idea of water efficiency in the production process in the company was only possible, because the company has invested much money for the acquisition of improved technological devices, and the adoption of water foot printing techniques. Again, Hess has spoken recently about how Coca cola believes in the idea of shared interest. The CEO of Coca cola, Muhtar Kent, has specifically stated that the company believes in giving back as much as it takes. With this view in mind, the company has adopted the 5by20 scheme, which aims at providing adequate training and financial assistance to 5 million women entrepreneurs of the world (Dorfman et al. 2012) . Since, Coca cola as a beverage brand, promotes well-being and the art of healthy living, the industry invests much money for conducting various physical activity and nutrition programs, across the world. In fact, Coca Cola also invests a huge amount of money for helping children take preventive measures against Obesity. Coca Cola also financially helps the children of the lower strata of the society, by offering scholarship to as many as 1,35,000 children and the total amount of scholarship covered, the expense of fees, stationary, books and every other education related expense of each student (Stead et al. 2013). Coca cola has been ranked as one of the top 10 most respected brands of the world for its engagement in CSR activities. However, Wright states that Coca Cola’s CSR activities is a part of its effective business strategy. According to him, the company is benefitting much from CSR activities than the community is benefitting from such activities. In several countries, such as India and the US, the image of Coca Cola was nothing short of a corporate villain, a few years back. This was mainly because of the CSE report, claiming that the company is degrading and damaging the water through its production, and the beverage products were containing a huge amount of pesticides. Resultantly, the product was not only banned in many countries, but its sale dropped by 15% during 2003 (Doh et al. 2014). Hence, it became extremely important for the company to create environmental and social value, by saving energy and water, investing for literacy and sustainability programs. The CSR activities helps in creating goodwill in the minds of consumers as well as stakeholders. In 2013, Nielson conducted a research on 29,000 consumers asking them as to what influences their purchasing decision, and the response was incredible. More than half of the consumers claimed that they are influenced to buy even unhealthy products, if the company is a socially responsible one. Here, it is worth mentioning that Coca Cola has already bagged some prestigious awards such as the Golden Peacock Award for its sincere efforts in CSR activities, and this has doubled the annual revenue of the company (Epstein et al. 2014). It is undeniable that Coca Cola is actively contributing to question of community well-being and environmental sustainability, even if it is ultimately guided by profit-oriented goals. However, according to Frundt, reports suggest that Coca Cola, as a company, largely indulges in employee discrimination activities, based on racial considerations. Further, on various occasions, charges have been brought against the company for polluting soil, poisoning water, causing water shortage in the interior parts of each country (Karnani et al. 2013).    Research Methodology: The researcher must have a clear idea about the methodology he is going to employ for conducting the research, as this will help in organizing his resources towards a cohesive whole. The research philosophy that the researcher is going to adopt is mainly Interpretivism. Although, the researcher will conduct both qualitative as well as quantitative method of research, he primarily aims to investigate the relation between Coca Cola’s CSR activities and the additional revenue generated by it. For this, Interpretivism will help the researcher in making an in-depth study of the present CSR strategy of Coca Cola, with the help of interview and interactive sessions with the managers and accountants of the company. The biggest advantage of CSR will be that the researcher will be
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