Coke: building on happiness to support “Positive Solutions”

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

This project is about how significant the positive solutions mean to Coca Cola Co. and emphasizes that if all three factors, GloCal Vision, Positive Psychology and the Stakeholder Theory are taken into consideration simultaneously then tailored positive solutions can be the result. Based on these indicators and compared with Dove’s success, we have found that Coke’s “Open Happiness” campaign is not qualified as a positive solution for obeying neither positive psychology nor the stakeholder theory. Later, after screening four solutions, one positive solution is kept and admitted to help Coke be more successful.