Sustainable business strategies are the only way through which corporate can benefit environment and society. They have got enough potential and money. But it had been observed that corporates rarely have been proactive to work towards sustainability. They have acted only when certain question raised on their processes or activities or they start loosing market share due to trust. Reputation plays a big role for any corporate and hence doing business in an appropriate way matters a lot. One such example of proactiveness vs reactiveness is of Coca cola brand and their activities in India. They initially took time to accept and then did lot of efforts to tackle those issue and give back to society.
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