While it has majorly been viewed as a mere soft drink company, other companies can borrow from Coca-Cola when it comes to utilizing current technology for innovation (Brondoni, 2020). As a company, Coca-Cola has been characterized by constant rebranding, and advertisements for their products to consistently keep sales high. Since the beginning of the green movement, social networking, and the capability to constantly remain connected to the internet, Coca-Cola has constantly utilized the new technology in numerous ways to boost its brand (Omedo, 2016). The main focus of this paper is to examine the current trends in the incorporation of technology in the context of the Coca-Cola Company.
Current Trends in Technology
Coca-Cola is one of the companies that have remained visible on Facebook as well as other social media platforms like Twitter and Instagram. Omedo (2016) argued that with more than 35 million fans as of 2014, Coca-Cola had been seen harnessing the social networking power to disseminate news concerning its new products, invite the new consumer to play a game, test advertorial campaigns as well as associating positive feeling with Coca-Cola products (Stosic-Mihajlovic, 2017). By harnessing current technological trends, social networking, Coca-Cola has ensured that its brand remains fresh, young, and current in the market. Coca-Cola portrays its organizational culture of originality by ensuring that they maintain their original values on social media platforms so as to keep the original customers.
Role Globalization Plays in the Incorporation of Technology
Narula (2018) argued that globalization had helped Coca-Cola to integrate information technology to enhance international competition and hence strengthen its incentives to innovate and adopt technologies in all their business processes.
Role of Leadership in Implementing and Using Technology
Coca-Cola has always been ahead technologically due to the influence of its leadership. Celik (2017) argued that Coca-Cola leadership always leads by example by first embracing technology; this makes the company adopt an accepting attitude towards technological innovations, a move that makes the company have a continuous competitive advantage over its rivals.
Type of Research Being Performed Regarding the Usage of Technology
Coca-Cola is undertaking in-depth research on how to best utilize freestyle technology dispenser. The freestyle dispenser enables one to develop their own beverages by selecting from more than a hundred drinks in several combinations. Stosic-Mihajlovic (2017) argued that the freestyle dispenser technology will not only permit better varieties of drinks via its computer-like interface but will also help in recording useful information concerning various choices of the consumer drinks and hence sends to Coca-Cola the recorded data as a market search; this would help the company to understand their customer preferences and hence adjust their productions to satisfy the needs of its customers.
Conclusively, technology plays a vital role in various aspects of a business. By embracing social networking technology, the Coca-Cola Company has constantly remained active on social platforms to ensure that its brand remains fresh, young, and current in the market. Moreover, it worth noting that globalization has further helped Coca-Cola to integrate information technology to enhance international competition and hence strengthen its incentives to innovate and adopt technologies in all their business processes.
Brondoni, S. (2020). Shareowners, Stakeholders & the Global Oversize Economy. The Coca-Cola Company Case. Symphony. Emerging Issues In Management, 12(1), 16. https://doi.org/10.4468/2019.1.02brondoni
Celik, U. (2017). International marketing strategy of coca-cola company (1st ed., p. 40). GRIN Publishing. Retrieved from http://content.grin.com/document/v232661.pdf
Narula, R. (2018). Globalization and Technology (1st ed., p. 324). Wiley. Retrieved from https://www.amazon.com/Globalization-Technology-Rajneesh-Narula/dp/0745624561
Omedo, J. (2016). How Culture and Technology impact Coca-Cola's Advertising Strategies (2nd ed., p. 108). VDM Verlag Dr. Muller. Retrieved from https://www.amazon.com/Culture-Technology-Coca-Colas-Advertising-Strategies/dp/3639263197
Stosic-Mihajlovic, L. (2017). Brands and branding - for example Coca-cola. Journal of Process Management. New Technologies, 1(1), 57-64. https://doi:10.5937/JPMNT1301057S
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