Martins, Miguel AlvesZózimo, RicardoChmielarska, Martyna2019-05-092019-05-092019-01-16http://hdl.handle.net/10362/69088Responding to a challenge of sustainability and tracking the nature and scope of the company’s sustainable goals will profoundly affect the competitiveness, and perhaps even survival of the organizations. However, willing corporations still do not have efficient sustainable long-term orientation. The United Nation’s Agenda 2030 and its 17 Sustainable Development Goals (SDGs) have pointed the direction for achieving sustainability, concurrently becoming its powerful ally. This paper walks the reader through the journey The Coca-Cola Company managers had to undergo on a way towards sustainability. It enables discussions on how to overcome managerial challenges and capabilities needed to successfully integrate sustainability into the organization’s operations and tackle arousing industrial tensions which occur along the growing trend of sustainability.engSustainability developmentSustainable development goals (SDGs)Coca-ColaDecision-makingmaster thesis202227111