82 Support activities Research and development The company has six research and

82 support activities research and development the

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8.2. Support activities: Research and development: The company has six research and development centers
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around the globe. These centers are linked to external technology assessment and acquisition hubs; these hubs connect the company with technology startups, entrepreneurs, university researchers, and partners. Furthermore, the company believes that it must get closer to its
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consumers and be aware of what is happening in the world. Nancy Quan “who was the global research and development officer at the time, and is currently the global chief technical officer” said that the magic happens when things are connected internally and externally. The research and development
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team are responsible for fueling innovation across beverages’ products, packaging, ingredients, and equipment. Moreover, each of the research and development centers work P a g e %|%22" % closely with the regional coke marketing teams in order to focus on certain areas of
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innovation, and address locally relevant needs (Moye, Rethinking R&D: How Coke Uses Its Global Scale to Take Innovations Further, Faster, 2013). Technology: The External Technology Assessment and Acquisition “ETA” program at Coca Cola Company believes that the company needs to
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connect and collaborate with the external technologies and innovation in order to foster its internal innovations. By doing this, the company would be able to maintain its competitive advantage in the market, and the company will be able to provide its consumers with products that match their chaining needs.
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The process for searching for technologies that suit Coca Cola Company starts by examining the challenges that the company is facing. Then these challenges will be taken to external parties such as technology companies, research institutes, and universities in order to benefit
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from the minds that do not work for the company. Furthermore, the ETA team searches for any technology that would add value to the company, in terms of new delivering technologies, new beverage processing technology, new ingredients, and new packaging
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material. Some of the technologies that ETA team created were as follows: lumens Nano sensing technology and Merlin augmented reality technology (Tannert, 2014). The company advanced their Coca Cola Freestyle technology, which is a micro- chipped refillable cup initiative that seeks to
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lower the packaging footprint in order to protect the environment (The Coca Cola Company, 2017 Annual Review, 2017). The company is investing in the future through investing in future technologies. The company wants its products to reach to customers within a
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click’s reach. They want to digitize their business. Also the company is considering digital marketing as one of its strategic areas (The Coca Cola Company, Digitizing the Enterprise Increasing Creative Engagements and Modernizations in a Click and Swipe World, 2018).
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  • Spring '20
  • Test, Coca Cola Company, Coca cola Vision

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