It was believed that many people became sick after drinking contaminated Coke products, minorities accused Coke of discrimination, and some of Coke’s acquisitions and promotions were believed to violate various international laws. Coke seemed to react to the problems it faced rather slowly. This common theme, and people’s reaction to it, validates the belief that, with a corporation as large and widely respected as Coke, a proactive social responsibility is assumed as a duty, not an option.
A company like Coke, built on the foundation of mutual world-wide respect and assumed proactive social responsibility, can drastically and rapidly plummet to all time lows of revenue and value if the general public thinks Coke, or the like, begins to sway toward Corporate Satanism. Stakeholders may assess corporate reputation on such factors as community involvement, profitability and proven return on investment, quality of product, means to production, CEO, work environment, and hiring techniques. These factors are consistent across stakeholders because these factors represent most of the broad views of the many individuals, agencies, and organizations that make up the very essence of the term stakeholder.