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Live Positively: A Case for Business Sustainability Pilot in Latin America Going Global, by Marco Simões (Coca-Cola)
Latin America, with its growing importance and influence reaching new levels, is the top sales region for The Coca-Cola Company today. The Company has recently refined and implemented a new strategy, the Live Positively sustainability platform, which is based on seven core areas, ranging from environmental to community to market and workplace principles. The pilot, based on a clear and detailed understanding of the interests, concerns and values of the local opinion elites, was so successfully implemented in Latin America that it became the basis for the global launch. Learn more about this regional-going-global success story and how influential members of the media, government and other companies in Latin America measure, evaluate and purchase local and global brands to create a successful business case of your own.