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Coke: building on happiness to support “Positive Solutions”
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Orientador(es)
Resumo(s)
This project is about how significant the positive solutions mean to Coca Cola Co.
and emphasizes that if all three factors, GloCal Vision, Positive Psychology and the
Stakeholder Theory are taken into consideration simultaneously then tailored positive solutions can be the result. Based on these indicators and compared with Dove’s
success, we have found that Coke’s “Open Happiness” campaign is not qualified as a
positive solution for obeying neither positive psychology nor the stakeholder theory.
Later, after screening four solutions, one positive solution is kept and admitted to help Coke be more successful.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
GloCal vision Positive psychology Stakeholder theory Happiness Kindness