Analyzing Business Ethics in International Markets: A Case Study of Coca-Cola

Abstract

Business ethics are moral strategies to attain corporate goals. This study examined multinational Coca-Cola corporate ethics. This study used a qualitative research method and a Coca-Cola case study research approach. Systematic Literature Review (SLR) is used to process secondary English-language sources from 2017 onward. The study found that corporate ethics help international companies succeed. However, ethical crises lead to legal actions, fines, unfavourable brand image, lower sales and earnings, and long-term damage to consumer and shareholder relationships. The study advised the Coca-Cola Company and other companies to train senior management and leaders on ethics and reduce plastic waste. Limitations and future implications include a case study of a successful worldwide corporation that adhered to corporate ethics towards stakeholders. Future research should avoid time constraints that affected generalisability.