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Perspective Corporate Sustainability Driver

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Discuss About The Perspective Corporate Sustainability Driver?




Organisational behaviour is very crucial for an organisation as it decides on the management and success of the business. On the other hand it is also important that the business conduct its operation in a sustainable manner. A move taken by the company towards operational sustainability has a direct impact on the organisational behaviour. Moreover, the culture followed in the company also influence the steps the company taken towards being sustainable (Lozano 2015). For example if the organisation has the aim to increase its profit at any cost then it will be environmentally less sustainable compared to those that keep their corporate social responsibility before other operations and strategy. The paper will research about the impact of organisational culture of Coca Cola on helping the company to be environmentally sustainable. Further it explains the way Coca Cola’s step towards sustainability will impact the organisational behaviour.

Research Purpose

The purpose of the research is explanatory that explains the sustainability framework of Coca Cola Company based on its organisational culture and motive. Research will also be conducted on the impact the sustainability steps taken by the Coca Cola Company has put on the organisational behaviour. It is important for every company it have a well framed motive towards corporate social responsibility in which business complies with the ethical standards of the environment. Coca Cola too has to have some social responsibility in its business operations that uses harmful materials or dispose harmful effect on the environment. Being environmentally sustainable will also help the company to earn long-term profit. Thus to know the social responsibility of Coca Cola a research will be conducted and the research will also be beneficial to know the benefits CSR has put on the company (Eccles, Ioannou, and Serafeim 2014). This research will not only benefit Coca Cola, it will also have positive effect on the other companies as well. Thus the main purpose of the research is to show the relationship between environmental sustainability and organisational behaviour.

Research Limitations

Research limitations is yet another important factor to be considered to complete the research successfully. Limitations of the research states the situations that might prove to be a hindrance in the research. As the research on the impact of environmental sustainability on organisational behaviour of Coca Cola Company will be a qualitative research, it will have limitation of population. It is not easy to research all the persons of the organisation in all the branches of the company to know about their culture. Another limitation that may prove to be a constraint is the time. Time is the most important factor in a research because all the research is conducted within a period of time and it has to be completed within that time. Limitation also lies in setting the research objective. It might happen that while doing the research objective may look very broad and lengthy. During collecting the data as well there might be few data that is not clear and reaching the objective is not easy. Further, it might happen that the managers of the Coca Cola Company does not respond correctly or have filled the open ended questions in the questionnaire in a very diplomatic manner. These are some of the limitations that is faced during the research and thus steps are to be taken keeping these in mind.

Sources of Data

Data collection will be conducted with the help of primary research as it involves knowing the organisational culture and environmental responsibility of the Coca Cola Company. Internal information about the company about their CSR responsibility will not be available in the secondary sources. For primary research a questionnaire will be prepared consisting both open and close ended questions. Open ended question will help the respondent give their own view. While the close ended questions will be easy to answer and will consist of options that the respondent will have to choose (Silverman 2016). These questionnaire will be distributed to the managers of the company and to the employees as well. The questionnaire will be uploaded in various social media sites as well to know the perception customers are keeping about the sustainable responsibility Coca Cola is having in its organisation. Some of the secondary sources will also be considered to show the relationship between organisational culture and environmental sustainability activity. This will help the company to conduct an error free survey. Sources of data will be the managers and employees of the organisation, newspapers, magazines and also journals (Bryman and Bell 2015). The analysis on the other hand will be done in a descriptive manner so that it is easily understood by everyone.

Coca Cola Company

Coca cola is a well-known beverage drink brand serving various kinds of drinks to the consumers. It was founded in 1886 in Georgia to prepare non-alcoholic beverages for the consumers. The company operates its market by offering franchisee to the stores and outlets to sell their drinks. However, the drinks that are prepared by the company in their manufacturing units involve a lot of procedures. Bottling of their drinks are also done in their manufacturing unit. However, their operations also have a lot of impact on the environment due to the emission coming from the machines they are using (History 2017). The company also maintains some of kind of responsibility towards sustainability to the environment in their water stewardship, packaging and management units.


Environmental Sustainability and Organisational Behaviour

Environmental sustainability is a way of protecting the environment from all kinds of harmful effect that is coming from various kinds of manufacturing and production units. It is a step towards offering the best quality environment to the future generation (Norton, Hannes , and Neal 2014). Thus it is also the responsibility of the companies operating in various activities to maintain some limit of sustainability. Thus it is necessary for the companies to formulate their activity in accordance with the sustainability act by issuing new infrastructure and machines that could reduce the impact of harmful effect (Chang, Walters, and Wills 2016). However, it is seen that such changes also bring about an impact on the organisational behaviour as employees are not used to the new type of infrastructure at first. It takes time to train the employees and workers to adopt the changes that is best for the environment and also for the growth of the business (Darcy et al.  2014). Thus, behavioural change of the organisation can help the company to continuously improve their environmental performance. Sustainability initiative taken by the company also depends on the organisational culture such as employee behaviour, manager’s behaviour, motive of the business and types of activities they are carrying out. Sustainability can be adopted by the organisation in various ways such as waste management programme, recycling programme and others (Marr 2015).


From the above analysis it can be deduced that it is necessary for the company to take up environmental sustainability steps and to formulate strategy to carry out sustainability successfully. The research is being conducted to see the impact organisational culture out on the environmental sustainability initiatives of Coca Cola and the impact it has on the employees and other members. For the research a primary data survey has been chosen with the help of questionnaire that will consist of both open ended and close ended questions. This will help the researcher to know the initiatives taken by Coca Cola in maintaining their CSR strategy and its impact on the company’s growth over the years. This will show the importance of sustainability every company should accept in its operational work.



"History". 2017. The Coca-Cola Company.

Bryman, Alan, and Emma Bell. Business research methods. Oxford University Press, USA, 2015.

Chang, Victor, Robert John Walters, and Gary Brian Wills. "Organisational sustainability modelling—An emerging service and analytics model for evaluating Cloud Computing adoption with two case studies." International Journal of Information Management 36, no. 1 (2016): 167-179.

Darcy, Colette, Jimmy Hill, T. J. McCabe, and Philip McGovern. "A consideration of organisational sustainability in the SME context: A resource-based view and composite model." European Journal of Training and Development 38, no. 5 (2014): 398-414.

Eccles, Robert G., Ioannis Ioannou, and George Serafeim. "The impact of corporate sustainability on organizational processes and performance." Management Science 60, no. 11 (2014): 2835-2857.

Lozano, Rodrigo. "A holistic perspective on corporate sustainability drivers." Corporate Social Responsibility and Environmental Management 22, no. 1 (2015): 32-44.

Marr, Ana. "Tensions between financial and organisational sustainability: The problematic case of group-based microfinance and possible ways forward." (2015): 145-162.

Norton, Thomas A., Hannes Zacher, and Neal M. Ashkanasy. "Organisational sustainability policies and employee green behaviour: The mediating role of work climate perceptions." Journal of Environmental Psychology 38 (2014): 49-54.

Silverman, David, ed. Qualitative research. Sage, 2016.      


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