Introduction In this presentation, the following issues about the Coca-Cola Company will be discussed:   * The firm and its code of conduct.   * The relevancy of the code of conduct.   * Approaches by the firm to embrace technological changes.   * Lobbying strategies by the firm.   * Global corporate citizenship of the firm. The Coca-Cola Company’s Code of Conduct The firm’s code of conduct is based on integrity around the globe and contains the following concepts:   * Act with integrity.   * Be honest.   * Follow the law.   * Comply with the code.   * Be accountable. To attain the core competencies, the firm adopted a sustainability strategy that emphasized:   * Honesty on environmental issues.   * Honesty in business dealings.   * active healthy living. The key issues of the code of conduct that has contributed to the success of the firm include being ethical in its conduct of environmental issues, honest in business dealings and non-acceptant of corruption, as well as achieving active healthy living for all in the society. The three areas encompass the important key pillars of good corporate citizenship and responsibility, which is critical in maintaining good relationship with all stakeholders. Competitors Codes of Conducts   * Emphasizes on integrity and honesty in business conduct.   * However, Coca-Cola have attained a lot in sustainability areas.   * Sustainability issues such as the community maintenance, beverage benefits, the workplace, active healthy living, energy and climate, water stewardship and sustainability practices form the basis of CSR activities of firms in the industry. While firms almost have similar sustainability issues to be pursued in order to increase their competitive advantage, the strategies, ability and the level in which the firms have attained the CSR and ethical conducts goals differ. The Importance of Attaining the Priority Areas To increase the competitive advantage. To attain sustained growth and development in the market. To achieve positive relationship with the clientele which contribute to increased outcome of the firm. However, attaining the priority areas involves:   * Increased costs.   * Backfire when the firm fails to collaborate with communities. As indicated, addressing these key areas is critical for the firm’s sustained growth and development in the market. In fact, these areas increase the competitive advantage of the firm. The Relevance of the Codes Amid External Environmental Changes Measures that Coca-Cola Company can take to ensure the code remain relevant amid political, social and economic transformations include:   * Establish a clear sustainability programs;   * Collaborate with stakeholders while delivering the sustainability programs;   * Continuous update of the code of conduct in line with environmental needs. However the firm has been criticized for its CSR efforts. The transformations in external environment will always affect the business processes of the firm including ethical conducts. To remain relevant amid these changes, the firm has to update its code continuously in order to be in line with the current environmental needs. Approaches by the Firm to Embrace Technological Advances Technological advances affect the manner in which the firm is doing the business. As such the firm:   * Incorpo