1

Organizational Study Project

Student’s Name

Institutional Affiliation

Course

Date
 2

Organizational Study Project

Introduction

The purpose of this project is to conduct an organizational study on the Coca-Cola

Company, a multinational company with over 700,000 employees from diverse cultures. The

Coca-Cola Company is a global corporation that produces and distributes non-alcoholic

beverages, including carbonated soft drinks, energy drinks, and bottled water. With operations in

over 200 countries, the company has a diverse workforce with employees from various cultural

and ethnic backgrounds. However, discrimination remains a significant problem in the

organization. This paper aims to conduct a problem assessment and analysis of the causes of

discrimination in the Coca-Cola Company using qualitative research methods. The paper will

provide some background about the organization, identify the focal problem, propose and justify

probable causes, explain why the problem exists, discuss methods of addressing the focal

problem, and include results of preliminary information collected.

Background Information

The Coca-Cola Company traces its roots back to 1886 when John S. Pemberton led its

inception in Atlanta, Georgia (Ciafone, 2019). Pemberton experimented with various products

like hair dye, liver pills, and the popular beverage known today as Coca-Cola. In the initial

phase, the company was able to generate $50 in sales during the first year. Subsequently, the

company was sold to Asa Candler, who refined the original formula, leading the company to

great success. By 1904, the company had sold a million gallons of syrup, and by 1969, that

number had risen to six billion gallons (Ciafone, 2019). The company's marketing strategies
 3

played a crucial role in its global expansion. During this period, the company witnessed

significant growth and success in product development.

Coca-Cola Company is a globally recognized brand that boasts a diverse workforce

comprising employees from different cultural and ethnic backgrounds (Dimitrova, 2020). The

company's outstanding ratings are a clear indication of its successful marketing strategies. Their

tremendous success in marketing and profits provides the company with the flexibility to be

innovative in their brand strategies due to the high demand for their product. However, despite

its external success in sales, Coca-Cola has been struggling with internal discrimination issues,

leading to public uproar.

Problem Description

The U.S. Equal Employment Opportunity Commission defines race discrimination as the

act of treating someone unfavorably due to their race or personal characteristics associated with

their race, such as skin color, hair texture, or certain facial features (U.S. Equal Employment

Opportunity Commission, 2023). Discrimination lawsuits can severely damage a company's

reputation, and the costs of legal fees and public criticism can be devastating. No company can

afford to face the legal and public backlash of employee discrimination, whether based on factors

such as gender, race, sexual orientation, age, or disability.

Coca-Cola is widely recognized as one of the most racially diverse companies in the

world, and they have fought hard to maintain its reputation. Given its financial success, it can be

inferred that the organization places great importance on providing equal opportunities for

minorities through its human resource practices.

Coca-Cola Race Discrimination Cases

 4

Around April 1999, Coca-Cola was sued by approximately 2,000 African-American

employees over alleged discrimination regarding their salaries, promotions, and evaluations. The

lawsuit was settled for a total of $192.5 million, which included $113 million in cash, $43.5

million to adjust salaries, and $36 million for mandated oversight of the company's employment

practices (Brown, 2022). This settlement was previously reported as the largest racial class

action lawsuit settlement. Before the lawsuit was filed, there were already many complaints

regarding unfair practices, which resulted in minority groups not being promoted and non-

minorities receiving higher pay for similar positions. Regarding human resources, specific

policies should be established to ensure equal opportunity in the workplace. Equal opportunity

ensures that employees are treated fairly and not discriminated against due to prejudice or bias,

thus allowing them to work with a sense of security (Brown, 2022). Lack of workplace diversity

results in employees' differences being undervalued. In contrast, having a diverse workplace

provides an opportunity to expand experiences and knowledge.

Bibby v. Coca-Cola

The Coca-Cola Company faced scrutiny for its lack of diversity when a case in

Philadelphia highlighted sexual discrimination in the workplace. John Bibby, a gay employee of

the company, was verbally attacked by a male co-worker who made derogatory comments about

his sexual orientation (Abbott et al., 2018). Bibby had experienced harassment from colleagues

and senior staff during his time at the company, including physical and verbal discrimination. He

filed a lawsuit against Coca-Cola for violating Title VII of the Civil Rights Act of 1964, claiming

that he was discriminated against solely because of his sexual orientation (Abbott et al., 2018).

The question at hand was whether his claims of sexual harassment were valid under Title VII.
 5

The Third U.S. Circuit Court of Appeals previously ruled that an employee could not

claim sexual harassment based on their sexual orientation under Title VII of the Civil Rights Act

of 1964 (Abbott et al., 2018). However, after examining the language of Title VII, it was

discovered that there was no explicit prohibition of discrimination based on sexual orientation.

The U.S. Supreme Court had previously ruled that claims could be made for individuals who

were discriminated against due to same-sex harassment. The Third Circuit outlined three

situations that would qualify as same-sex harassment, including when the harasser sexually

desires the victim, displays hostility towards a particular sex in the workplace, or when an

employee is harassed based on not conforming to gender stereotypes. Regardless of sexual

orientation, an employee's performance should be the only factor considered in the workplace,

and no employee should be subjected to a hostile or abusive work environment (Abbott et al.,

2018). Discrimination has no place in society, and it is essential for modern workplaces to have

policies and protections in place to combat it (Maheshwari, 2022).

Coca-Cola Company has taken some steps to address the problem of discrimination, such

as the settlement of the $192.5 million racial discrimination lawsuit in 1999. The company has

also implemented diversity and inclusion initiatives, including unconscious bias training and the

appointment of a Chief Diversity and Inclusion Officer. However, discrimination continues to be

a problem at Coca-Cola, as evidenced by recent lawsuits filed by current and former employees.

The company still faces accusations of racial and gender discrimination, unequal pay, and

retaliation against employees who speak out against discrimination. While Coca-Cola has made

progress in addressing discrimination, there is still much work to be done to create a truly

inclusive and equitable workplace.

Probable Causes of the Problem

 6

Here are some probable causes of discrimination at Coca-Cola:

Unconscious Bias

Unconscious biases are attitudes or beliefs that people hold about certain groups of

people that are not based on conscious reasoning or deliberate thought (Banaji, Fiske & Massey,

2021). These biases can lead to discriminatory behaviors, such as favoring one group over

another in hiring, promotion, or performance evaluation. In the case of Coca-Cola, unconscious

biases may exist towards certain groups of people, such as women or people of color. For

example, a hiring manager may unconsciously favor a male candidate over a female candidate

for a particular position, even if the female candidate is more qualified.

Lack of Diversity at the Top

When there is a lack of diversity at the top management level, it can send a message to

the rest of the organization that diversity is not valued or prioritized (Triana et al., 2021). This

can result in discriminatory practices or a lack of attention to diversity issues. At Coca-Cola, the

lack of diversity at the top may result in a lack of representation and support for certain groups

within the organization. This can impact the workplace culture, making it less inclusive and more

discriminatory towards those who are underrepresented in leadership positions.

Organizational Culture

Organizational culture can also contribute to discrimination. A culture that promotes open

communication, transparency, and inclusivity can reduce the chances of discrimination. On the

other hand, a culture that fosters competitiveness, secrecy, and hierarchy can lead to

discriminatory practices (Hebl, Cheng & Ng, 2020). At Coca-Cola, the organizational culture

may be a factor in promoting or discouraging discrimination. An inclusive culture can make all
 7

employees feel valued and supported, regardless of their background or identity. However, if the

culture is exclusive or discriminatory, it can make some employees feel unwelcome or

marginalized.

Inadequate Training and Education

Effective training and education programs can reduce discrimination by teaching

employees about diversity and inclusion. Coca-Cola may need to review its current training

programs to ensure that they are effective in addressing discrimination. The company can also

implement new programs that focus on specific diversity issues, such as gender bias, and offer

ongoing training and education to reinforce the importance of diversity and inclusion in the

workplace.

Lack of Accountability

A lack of accountability for discriminatory practices can also contribute to discrimination

(Triana et al., 2021). If employees feel that there are no consequences for discriminatory

behavior, they may continue to engage in it. Coca-Cola may be lacking clear policies and

consequences for discriminatory behavior, and ensure that they are enforced consistently. The

company can also implement reporting mechanisms that allow employees to report

discriminatory behavior without fear of retaliation.

Inconsistent Implementation of Diversity Policies

Coca-Cola has policies and programs in place to promote diversity and inclusion.

However, these policies may not be consistently implemented across the organization. When

there is inconsistency in the implementation of diversity policies, some employees may feel left

out or unfairly treated, which can lead to discrimination.

 8

Methods for Addressing the Problem

Discrimination is a major issue that affects organizations across the world. Coca-Cola,

being a large corporation with a global presence, is no exception to this problem. There are

several methods that Coca-Cola can use to address the probable causes of discrimination within

the organization. To address this problem of unconscious bias, Coca-Cola can implement several

strategies. One such strategy is to create awareness about unconscious bias among its employees

(Banaji, Fiske & Massey, 2021). This can be done through training programs, workshops, and

seminars. The company can also use tools like bias-mitigating software, which can help to

identify and reduce unconscious bias in the hiring process.

Another common cause of discrimination is the lack of diversity at the top levels of an

organization. This can lead to a lack of representation of certain groups and can result in

discriminatory practices. To address this issue, Coca-Cola can implement diversity and inclusion

initiatives that focus on developing and promoting diverse talent. The company can also

implement a diversity quota system, which sets a target for the representation of different groups

in the top leadership positions.

Organizational culture can also contribute to discrimination. A culture that is not

inclusive can create an environment where discrimination is tolerated or even encouraged (Hebl,

Cheng & Ng, 2020). To address this problem, Coca-Cola can work to create a more inclusive

culture. This can be done by fostering a culture of respect where all employees are treated fairly

and with dignity. The company can also implement a zero-tolerance policy for discrimination

and harassment and ensure that this policy is enforced consistently across all levels of the

organization.
 9

Inadequate training and education can also contribute to discrimination. Without proper

training, employees may not be aware of their own biases or of the impact that discrimination

can have on others (Portocarrero & Carter, 2022). To address this problem, Coca-Cola can

implement training programs that focus on diversity and inclusion. These programs can include

modules on unconscious bias, cultural competence, and effective communication. The company

can also provide educational resources for employees, such as books, articles, and podcasts, to

help them develop a better understanding of diversity and inclusion.

Finally, a lack of accountability can also contribute to discrimination. If there are no

consequences for discriminatory behavior, then employees may feel that it is acceptable to

engage in such behavior. To address this problem, Coca-Cola can implement a system of

accountability for discriminatory behavior. This can include a reporting system for incidents of

discrimination, an investigation process, and disciplinary measures for those found to be

engaging in discriminatory behavior.

Preliminary Data Collection Results

The preliminary information collected through interviews with three employees of the

Coca-Cola Company has revealed the alarming existence of discrimination in the organization.

According to two out of the three employees, they have personally experienced discrimination in

the workplace based on their ethnicity. Such revelations should not be taken lightly as they point

to a much deeper problem in the company's culture and management practices. One employee

mentioned that he had been passed over for a promotion in favor of a less qualified candidate

solely because of his ethnicity. This discriminatory practice is a clear violation of fair

employment policies and could lead to demoralization, decreased employee productivity, and a

negative impact on company performance (Masuda et al., 2020).

 10

The interviews conducted with these three employees provide valuable insights into the

problem of discrimination at Coca-Cola. While these interviews are only a small sample, it is

still indicative of a larger problem that needs to be addressed. The findings highlight the need for

further research to identify the extent and causes of discrimination in the organization. This

would enable the company to take appropriate measures to address the issue and prevent similar

instances from happening in the future.

It is important for Coca-Cola to take proactive steps to address the issue of discrimination

within the organization. This could involve measures such as conducting a company-wide audit

to assess the extent and causes of discrimination, revising the company's hiring and promotion

policies to ensure equal opportunities for all employees, and providing training to managers and

employees on diversity and inclusion in the workplace.

Discrimination has no place in any organization, and it is imperative that Coca-Cola takes

swift action to address the issue. Not only does discrimination negatively impact employees'

morale and productivity, but it also affects the company's reputation and bottom line (Masuda et

al., 2020). Coca-Cola's leadership should prioritize the well-being and fair treatment of all

employees, regardless of their ethnicity, gender, or any other personal characteristic. Only then

can the company achieve its goals and maintain a positive and inclusive company culture.

Reflection from a Christian Perspective

As Christians, we are called to love and respect our neighbors as ourselves. This includes

our co-workers, regardless of their race, gender, or ethnicity. Discrimination and prejudice have

no place in the workplace or in any aspect of our lives. In fact, the Bible teaches us that we are

all created equal in God's image: "So God created man in his own image, in the image of God he
 11

created him; male and female he created them." (Genesis 1:27 KJV). This verse emphasizes the

inherent value and dignity of every human being, regardless of any external factors. We are all

made in the image of God and deserve to be treated with respect and dignity.

In the workplace, it is important to create an environment that values diversity and

promotes inclusivity. This means actively working to eliminate any forms of discrimination or

bias that may exist. It also means providing equal opportunities for all employees and

recognizing the unique contributions that each individual can bring to the table. As Christians,

we are called to love our neighbors and to treat others as we would like to be treated. By

promoting inclusivity and diversity in the workplace, we can create a more welcoming and

respectful environment for all employees. This not only benefits the individual employees but

also leads to greater productivity and success for the organization as a whole.

Discrimination goes against the fundamental principles of Christianity, and it is our

responsibility as Christians to promote inclusivity and diversity in the workplace. We are all

created equal in God's image, and we should treat each other with love and respect. As the Bible

says in 1 John 4:20, "If anyone says, 'I love God,' yet hates his brother, he is a liar. For anyone

who does not love his brother, whom he has seen, cannot love God, whom he has not seen"(1

John 4:20, KJV)

Conclusion

This project has provided a comprehensive study of the Coca-Cola Company, a global

corporation that produces and distributes non-alcoholic beverages. The study aimed to conduct a

problem assessment and analysis of the causes of discrimination in the organization using

qualitative research methods. The paper identified discrimination as a significant problem in the
 12

company, despite its diverse workforce with employees from various cultural and ethnic

backgrounds. Discrimination can lead to legal and public backlash, affecting the company's

reputation and financial success. Therefore, it is imperative to address discrimination within

organizations to create an inclusive and equitable workplace.

The study highlighted the case of Coca-Cola, which has faced several discrimination

lawsuits and accusations of unequal pay, racial and gender discrimination, and retaliation against

employees who speak out against discrimination. Coca-Cola has implemented diversity and

inclusion initiatives, such as unconscious bias training and the appointment of a Chief Diversity

and Inclusion Officer, but there is still much work to be done to create a truly inclusive

workplace. The probable causes of discrimination in Coca-Cola were identified as unconscious

bias, lack of diversity at the top, and organizational culture.

The study has shown that addressing discrimination requires a concerted effort from all

levels of the organization, from the top management to the employees. Companies must

prioritize diversity and inclusion, establish specific policies to ensure equal opportunities, and

provide training to eliminate unconscious biases. By creating an inclusive and equitable

workplace, companies can enhance their reputation, attract and retain top talent, and increase

their financial success. Discrimination has no place in the modern workplace, and it is the

responsibility of all organizations to ensure that all employees are treated fairly and respectfully,

regardless of their race, gender, or any other personal characteristics.

 13

References

Abbott, Z., Bank, B., De La Hoz, C., Green, S., McDonald, M., Miller, B., & Parry, E. M.

(2018). Recent Developments in Employment Law and Litigation. Tort Trial & Insurance

Practice Law Journal, 53(2), 335–368. https://www.jstor.org/stable/27172758

Banaji, M. R., Fiske, S. T., & Massey, D. S. (2021). Systemic racism: individuals and

interactions, institutions and society. Cognitive research: principles and implications, pp.

6, 1–21. https://link.springer.com/article/10.1186/s41235-021-00349-3

Brown, E. S. (2022). Not settled law: race, civil rights, and social policy in a "Color Blind"

society. Ethnic and Racial Studies, 45(13), 2416–2444.

https://www.tandfonline.com/doi/abs/10.1080/01419870.2022.2102434

Ciafone, A. (2019). Counter-cola: a multinational history of the global corporation. University

of California Press.https://books.google.com/books?

hl=en&lr=&id=aGOMDwAAQBAJ&oi=fnd&pg=PR9&dq=The+CocaCola+Company+t

races+its+roots+back+to+1886+when+John+S.

+Pemberton+led+its+inception+in+Atlanta,+Georgia.

+&ots=VTUyCc3jPr&sig=IgYWX8s-QKdB1iKL0avyhoycER0

Dimitrova, M. (2020). Study of the Current Situation of Traditional products in Bulgaria

(Designation and Market Potential). Available at SSRN 4324913.

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4324913
 14

Hebl, M., Cheng, S. K., & Ng, L. C. (2020). Modern discrimination in organizations. Annual

Review of Organizational Psychology and Organizational Behavior, 7, 257-282.

https://www.annualreviews.org/doi/abs/10.1146/annurev-orgpsych-012119-044948

King James Version. (n.d). King James Bible Online. https://www.kingjamesbibleonline.org/

(Original work published 1769)

Maheshwari, B. (2022). Discrimination Based on Physical Attractiveness: Causes and

Consequences A Critical Perspective. Psychological Reports, 00332941221149174.

https://journals.sagepub.com/doi/abs/10.1177/00332941221149174

Masuda, T., Ito, K., Lee, J., Suzuki, S., Yasuda, Y., & Akutsu, S. (2020). Culture and business:

How can cultural psychologists contribute to research on behaviors in the marketplace

and workplace?. Frontiers in Psychology, 11, 1304.

https://www.frontiersin.org/articles/10.3389/fpsyg.2020.01304/full

Portocarrero, S., & Carter, J. T. (2022). Diversity initiatives in the U.S. workplace: A brief

history, their intended and unintended consequences. Sociology Compass, 16(7), e13001.

https://compass.onlinelibrary.wiley.com/doi/abs/10.1111/soc4.13001

Triana, M. D. C., Gu, P., Chapa, O., Richard, O., & Colella, A. (2021). Sixty years of

discrimination and diversity research in human resource management: A review with

suggestions for future research directions. Human Resource Management, 60(1), 145-

204. https://onlinelibrary.wiley.com/doi/abs/10.1002/hrm.22052
 15

U.S. Equal Employment Opportunity Commission. (2023). Race/Color Discrimination.

Retrieved 24 02, 2023, from U.S. Equal Employment Opportunity Commission:

http://www.eeoc.gov/laws/types/race_color.cfm