Coke in the Cross Hairs: Water, India and the University of Michigan

Coke in the Cross Hairs: Water, India and the University of Michigan (pdf abstract pg. 1)

Purchase the full report on Global Lens (Case study # 1-429-098) - published 7/2010, 22 pages.
By: Andrew Hoffman, Sarah Howie Erb ’12, and Grace Augustine
Description: ~~Winner of the 2011 Oikos Casewriting Competition~~ This case can be used in a BBA or MBA course dealing with corporate strategy and sustainability or globalization issues. In short, the case drives a discussion around events in 2006 when the University of Michigan decided to cut its contract with Coca-Cola because of the company’s environmental issues in India and labor issues in Colombia. There are a variety of themes that resonate through the case including, but not limited to: (1) Globalization, information technology and the sustainability agenda, (2) Brandjacking, activism and the decision to engage (3) Social change agents and the dark green/bright green divide, and (4) The University as global citizen.
Teaching Note: Available to Registered Educators. Please login to view it.
Teaching Points: After discussing this case study, students will be able to

• Determine how to evaluate the success of SOLE’s efforts
• Explain how and why activists single out an organization / corporation for attention.
• Explain fair metrics for evaluating success using SOLE as an example.
• explain the concept of a change agent;
• evaluate the sources of power exhibited by change agents.
• Explain the resources and power available to a large organization (like a university) to effect change.
• Evaluate the evolving definition of sustainability as a business concern.

Key Topics:

• BRIC (Brazil, Russia,India, China)
• Corporate Social Responsibility (CSR)
• Education
• Environmental Sustainability
• Globalization
• International Business
• Strategic Management