playing using a global platform in driving the Coca Cola company to be accountable inthe role they have played in environmental degradation to date in India.It is imperative that this paper starts with an outline of the mandatory role of globalcompanies within the 21st century in driving the discipline of Responsible Marketing.This understanding, which will be constructed within the context of the growing concernfor accountability on sustainability initiatives by companies, will then enable a thoroughcritical analysis of Coca Cola’s sustainability efforts to date.
In a paper aptly titled “Marketing and Sustainability”, Jones, Clarke-Hill, Comfort andHillier (2008) profile the varied arguments to date regarding the relevance of sustainability and marketing to each other respectively.Sustainability is defined by McCann-Erickson (2007) (Jones etal 2008) as an allinclusive term for everything to do with responsibility for the world in which we live in.This definition emphasises the 3 dimensions’ roles of sustainability i.e. economic, socialand environmental in driving the pursuit of consuming differently and consumingefficiently. Lastly, the definition outlines that it is during this consumption that the globalenvironment must be protected while not jeorpardising the needs of future generations.These 3 dimensions have continually been referred to by other research scholars whenthe construct of sustainability is discussed (Sheth, Sethia and Srinivas 2010). However,in arguing a comprehensive, all -embracing view of sustainability, Closs, Speier andMeacham’s (2010) definition which encompasses the 4 dimensions is worthy of notationin this regard.Closs etal (2010) identify the 4 key dimensions to ensuring this as Environment,Economics, Ethics as well as Education. Of relevance to the paper, is the review of theEthics dimension which focuses strongly on the issues relating to Corporate SocialResponsibility (herein referred to as CSR). CSR refers to the obligations to society and
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