Business Ethics, Law and

Sustainability
(MM5001)

MIDTERM ASSIGNMENT

By:
Vanessa Catalina Fuadi
29114317
eMBA 52

Company Vision Has to be Generated into Behavior and Become Companys Identity
Companies that enjoy enduring success have core values and a core purpose that remain
fixed while their business strategies and practices endlessly adapt to a changing world.
Truly great companies understand the difference between what should never change and
what should be open for change, between what is genuinely sacred and what is not.
However, unfortunately not all companies are able to manage continuity and change
because its requiring a consciously practiced discipline, closely linked to the ability to
develop a vision. Vision provides guidance about what core to preserve and what future to
stimulate progress toward. But vision has become one of the most overused and least
understood words in the language, conjuring up different images for different people,
deeply held values, outstanding achievement, societal bonds, exhilarating goals, or maybe,
motivating forces.

This paper will discuss about relationship between company vision that can be generated
into behavior and become companys identity. Discussion of the topics by using several
perspectives is a necessity considering the publications that come from one party may result
in reduced objectivity. Before starting the discussion on company vision and company
identity, this paper will present some concepts and theories related to vision, behavior and
identity of a company.

THE DEFINITION OF VISION AND MISSION

A corporate vision statement that sets a dynamic and compelling view of the corporation
at some point in the future is called vision. It is an emotional driver to some big idea or
challenge that drives those in the corporation toward it. It is not intended for those outside
the company. It is not a goal, but the outlines what the organization or company wants to
be, or how it wants the world in which it operates to be. Vision is a long-term view and
concentrates on the future. It can be emotive and is a source of inspiration. So, do not be
surprised if every company in the world certainly has its own vision, because no matter
what, vision is one of a way to see how about their company in the future and it can motivate
each element of the company to achieve companys goals.

Vision is always paired with a mission, the fundamental purpose of an organization or an

enterprise, succinctly describing why it exists and what it does to achieve its vision.
Corporate mission statement defines what the corporation does, who it serves, and how it
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serves (creates value for) its clients. It is designed to provide clarity of focus and direction
for those in the company and answers the questions of who we serve and how. It also creates
clarity of value for those outside the company and answers the question of whether this
company can be of value to the community (country).
Vision - The dream; a team's true north. Primary objective is to inspire and
create a shared sense of purpose throughout the company.

Mission - Overarching objective of the organization; should be measurable,

achievable, and ideally inspirational. Should not be used synonymously with
a vision statement. A great mission statement is brief, easy to remember,
minimizes the use of the word "and" (to prevent a laundry list), shouldn't
require follow-up clarifying questions when first presented, and ideally
proves to be uniquely identifiable to the company, i.e. wouldn't be confused
for another company's mission. (Jeff Weiner CEO of LinkedIn, 2012)

So, through the vision, the company will have the goal to stand, while with mission, every
company will find a way to achieve his vision. Vision and mission is a fundamental of a
company.
Corporate Values are a companys ethical and moral compass and decision making
foundation. They are the ideals and ethics that management holds dear. They drive decision
making in that they are constantly referred to in the decision making process. That is, when
in a tough spot, the answer needs, first and foremost, to be consistent with the company
values. They are generally for both internal and external consumption. They tell those in
the company how things are done and those outside the company why they want to be
associated with this company.

A well-conceived vision consists of two major components: core ideology and

envisioned future. Core ideology, the yin in the scheme, defines what we stand
for and why we exist. Yin is unchanging and complements yang, the envisioned
future. The envisioned future is what we aspire to become, to achieve, to create
something that will require significant change and progress to attain.

Figure 1 Articulating a Vision

Core ideology defines the enduring character of an organization, a consistent identity that
transcends product or market life cycles, technological breakthroughs, management fads,
and individual leaders. In fact, the most lasting and significant contribution of those who
build visionary companies is the core ideology.
As far as the company is concerned, the greatest thing he left behind him was a
code of ethics known as the HP Way. (Bill Hewlett HP)
Company builders understood that it is more important to know who you are than where
you are going, for where you are going will change as the world around you changes.
Leaders die, products become obsolete, markets change, new technologies emerge, and
management fads come and go, but core ideology in a great company endures as a source
of guidance and inspiration. Core ideology provides the glue that holds an organization
together as it grows, decentralizes, diversifies, expands globally, and develops workplace
diversity.
Whereas, core values are the essential and enduring tenets of an organization. A small set
of timeless guiding principles. Core values require no external justification, they have
intrinsic value and importance to those inside the organization.
The core values embodied in our credo might be a competitive advantage, but
that is not why we have them. We have them because they define for us what we
stand

for,

and

we

would

hold

them

even

if

they

became

competitive disadvantage in certain situations. (Ralph S. Larsen - CEO of

Johnson & Johnson)
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From the two components that have been described, it can be concluded if the company
vision is the fundamental of a company, because not only explain the purpose of the
establishment of a company, but also a picture of the company in the future. And if every
element of the company to apply the values of the company's vision in the work ethic, it is
not an impossible vision will be achieved and become characteristic (identity) of the
company.

Corporate identity is a combination of color schemes, designs, words, that a firm employs
to make a visual statement about itself and to communicate its business philosophy. It is an
enduring symbol of how a firm views itself, how it wishes to be viewed by others, and how
others recognize and remember it. Unlike corporate image, which is 'in there' changeable
mental impression, corporate identity is 'out there' sensory-experience conveyed by things
such as buildings, dcor, logo, name, slogan, stationery, uniforms, and is largely unaffected
by

its

financial

performance

and

ups

and

downs

in

its

fortunes.

Corporate culture refers to the shared values, attitudes, standards, and beliefs that
characterize members of an organization and define its nature. Corporate culture is rooted
in an organization's goals, strategies, structure, and approaches to labor, customers,
investors, and the greater community. As such, it is an essential component in any
business's ultimate success or failure.

To better understand those components, the next discussion would involve some corporate
case. In the end of the paper, the conclusion would rely both on the theory and
implementation.

Coca Cola Company as a Multinational Company, Puts Company Vision as

Behavior and Become Company's Identity
In order to understand the corporate vision as behavior to become corporates identity, in
this section will be presented an example of company, which has succeeded in realizing its
vision "ingrained" with the work ethic of employees. In this part of the paper, will be
presented how the vision of the company is viewed from the side of the core ideology and
envisioned future can be applied to a multinational company that develops almost all over
the world.

Anyone who has never bought a product of Coca Cola? Probably almost everyone in the
world, never tried the product soft drinks, Coca Cola. Coca Cola Company, the largest
beverage company in the world, selling its products to more than 200 countries worldwide.

Figure 2 Coca Cola at a Glance

Vision of Coca Cola Company serves as the framework for Coca Cola Roadmap and guides
every aspect of business by describing what they need to accomplish in order to continue
achieving sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they
can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that

anticipate and satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we

create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and

support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our

overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

And mission of Coca Cola Company declares their purpose as a company and serves as the
standard against which we weigh our actions and decisions.
1.

To refresh the world,

2.

To inspire moments of optimism and happiness, and

3.

To create value and make a difference.

In conducting its business, besides having a vision, the Coca Cola Company also
implemented targeted Sustainability Commitments which is expected to be achieved
entirely in 2020. It is a form of shared vision for how they can work together to create
social value and make a positive difference for the consumers and communities we serve.

Figure 3 Sustainability Commitments

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From the vision and mission which is adopted by Coca Cola, it can be seen that they are
in the line with their vision and mission, and two elements create corporate value,
embedded in the work ethic of every element of the Coca Cola Company and become
habits, including:
1) Leadership: The courage to shape a better future
2) Collaboration: Leverage collective genius
3) Integrity: Be real
4) Accountability: If it is to be, it's up to me
5) Passion: Committed in heart and mind
6) Diversity: As inclusive as our brands
7) Quality: What we do, we do well

At the end, from vision, mission and corporate value appears a paradigm to embed the
elements of companys philosophy to become company's identity.
In 2011, The Coca-Cola Company formally endorsed the UN
Guiding Principles on Business and Human Rights, adopted by the
UN Human Rights Council in 2011. We have implemented all three
of the components that must be put in place in a corporate context
under the Principles:
1. A policy commitment to meet the responsibility to respect
human rights;
2. A due diligence process to identify, prevent, mitigate and
be accountable for human rights abuses, and
3. Processes to enable the remediation of any adverse human
rights impacts the Company causes or to which it
contributes.

We also work with our bottling partners and suppliers to help them
implement the UN Guiding Principles. The foundation of our
approach lies in four key documents: our Human Rights
Statement, Workplace Rights Policy, Supplier Guiding
Principles, and Global Mutual Respect Policy.

Statement above is a picture of how Human Resource Management of Coca-Cola Company

manage their basic labor policy. This has become one of the guarantees for employees to
create a conducive working atmosphere. Because the level of productivity and prosperity
of a company cannot be separated from the role of human resource management and the
employees themselves.

Besides that, the CEO of Coca Cola Company, Muhtar Kent, also stated that the Coca Cola
Company also does not only work for a profit, this is embedded in the culture of the
company, where they were carrying three large aspects, Women, Water and Well-Being as
they are in the form of a servant the wider community to bring a positive impact.
Commitments that Coca Cola Company's Vision becomes Behavior and Companys
Identity
1) Coca Cola Companys commitment to workplace safety begins with their system wide
safety. Based on Coca Cola Companys vision, make and deliver products and provide
services with a goal of zero work-related injuries and illnesses for the employees,
contractors and the communities in which they interact. Promote a culture of caring and
safe behavior, reaching beyond compliance to ensure continual improvement through
identification of hazards and implementation of controls to minimize risk.
2) In September 2013, Corporate Social Responsibility initiative at the Harvard Kennedy
School, together with Business Fights Poverty, released a study of the 5by20 initiative
as part of its series of reports on the roles companies can play in expanding economic
opportunity.

Figure 4 CSR of Coca Cola Company

5by20 be one of the real form realization of Planet vision of the Coca Cola Company,
where Coca-Cola Company is committed to makes a difference by helping build and
support sustainable communities. 5by20 activities, Coca Cola Company to build corporate
identity that cares about the progress of women and do not consider eye women (no gender
discrimination). In fact, with this program, Coca-Cola Company to help women around the
world to develop self-potential, especially in the economic field.

This is also reflected in the corporate culture, where the number of female workers are more
than the number of male workers. However, even so, there is no gender discrimination in
the Coca-Cola Company, in fact, in 2013, women's LINC, Coca Cola Company's affinity
group for women, added two chapters. They are now embedded in 12 business units with
additional expansion planned in 2014.
Table 1 Coca Cola Companys Employees by Group and Gender

3) Packaging products Coca Cola is largely still using PET, it is becoming one of the
environmental issues for the Coca Cola Company. But this time, the company had
attended one of the solutions to solve the environmental problems due to the impact of
the use of PET packaging. Coca-Cola is a founding member of the Plant PET
Technology Collaborative, a working group focused on accelerating the development
and use of 100 percent plant-based PET materials and fibers. In November 2013, the
Coca Cola Company announced a partnership with Ford to use PlantBottle59
technology beyond packaging.
It becomes an expression of care for the environment of Coca-Cola Company's vision,
Partners, where Coca-Cola Company is not about the only profit, but also keep
networking with customers and suppliers, they believe, together they'll create a mutual
and enduring value.
4) As part of commitment from Coca Cola Companys vision, Portfolio, they provide
consumers with more reduced, low and no calorie options. Coca Cola Company
continue to pursue the development of safe, innovative, great-taste in sweeteners.
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Across more than 15 countries, Coca Cola offer more than 45 products sweetened with
stevia. Coca Cola Companys newest product is Coca-Cola Life, which was piloted in
Argentina and Chile in 2013. A reduced calorie cola sweetened with sugar and stevia
leaf extract, Coca-Cola Life is the first stevia-sweetened product we have introduced
under the Coca-Cola trademark.

Figure 5 Coca Cola Life

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CONCLUSION
Vision is a corporate vision statement sets a dynamic and compelling view of the
corporation at some point in the future. It is not a goal, but the outlines what the
organization or company wants to be, or how it wants the world in which it operates to be.
Vision is a long-term view and concentrates on the future

Vision will always be paired with mission, the fundamental purpose of an organization or
an enterprise, succinctly describing why it exists and what it does to achieve its vision.
Corporate mission statement defines what the corporation does, who it serves, and how it
serves (creates value for) its clients.

Corporate identity is a combination of color schemes, designs, words, that a firm employs
to make a visual statement about itself and to communicate its business philosophy.
Unlike corporate image, which is 'in there' changeable mental impression,
corporate identity is 'out there' sensory-experience conveyed by things such as buildings,
dcor, logo, name, slogan, stationery, uniforms, and is largely unaffected by its financial
performance

and

ups

and

downs

in

its

fortunes.

Corporate culture refers to the shared values, attitudes, standards, and beliefs that
characterize members of an organization and define its nature. Corporate culture is rooted
in an organization's goals, strategies, structure, and approaches to labor, customers,
investors, and the greater community.

From the example of Coca Cola Company, it can be concluded that the importance of a
company's vision as the capital development of the company itself. Vision will greatly
affect the work ethic and company culture. Without a clear vision and a structured,
corporate leaders will be confused to determine the direction will carry the company's
future. To that end, the 6 P's vision that carried the Coca Cola Company, and coupled with
a sustainable mission, realization behavior and good corporate culture.

The corporate identity of the Coca Cola Company can be defined through the CSR program
that emphasizes three concepts, Water as an embodiment of a better environment, Women
as a symbol of progress in the economic field as well as eliminate perceived gender
discrimination, and Well-Being, as a form of devotion Coca-Cola Company in the
community.
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Here is the achievements of the Coca Cola Companys vision for each field, until today.

Figure 6 Value Chain of Coca Cola Company

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Report

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Coca

Cola

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