CASO DE ESTUDIO: LA FUNDACION COCA-COLA CHILE

Jorge Herrera ()
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Jorge Herrera: Escuela de Administración, Pontificia Universidad Católica de Chile

Abante, 2006, vol. 9, issue 1, 51-75

Abstract: This case gives an overview of the Coca-Cola System in Chile and focuses on the Coca-Cola Chile Foundation (CCFCH), a non-profit organization dedicated to education. Created in 1992 with donations from Coca-Cola de Chile S.A. (CCCH) and the bottling companies Embotelladora Andina S.A., Coca-Cola Embonor S.A. and Coca-Cola Polar S.A., the foundation now faces an expansion dilemma in its most important program, the TAVEC Laboratories. Under this program the CCFCH donated interactive scientific laboratories to public schools as a way to help them teach physics, chemistry and biology. Each donation had a cost of approximately US$60,000. In December 2004, Eduardo Romo, Corporate Relations Manager of the CCCH and General Manager of the CCFCH, was reviewing a proposal to simplify the laboratories, reducing their cost, and thus allowing for more of them to be implemented in schools throughout Chile. The case focuses on this decision as it implies analyzing the pros and cons of the proposal and the overall role of the social initiative for the Coca-Cola System in Chile. Teaching Purpose: To examine the motivations for companies to create social initiatives and explore effective ways to implement, develop and manage them.

Keywords: Corporate Social Responsibility; Business Management; Marketing; Branding; Corporate Reputation; Chile (search for similar items in EconPapers)
Date: 2006
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