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A more in-depth look at shared value– John Holm explores a case study showing how Coca-Cola strategically collaborated with a local Brazilian NGO as a ‘distribution partner’ on educating and training low-income youth.


Creating Shared Value, a Case Study

In our last article on shared value on July 23, 2013, we discussed how innovative companies are gaining a defendable competitive advantage while simultaneously creating tangible social benefit by using their ‘doing good’ platforms (CSR, philanthropy, etc.) in a strategic context. This week, we will focus our attention on Coca Cola’s Coletivo initiative in Brazil.

In this case study, we examine how Coca-Cola strategically collaborates with a local Brazilian NGO as a ‘distribution partner’ on educating and training low-income youth with the objective of reducing unemployment among low-income youth while simultaneously increasing product sales.


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