Companies are now relying on modern technologies to gain a competitive advantaged in the market. A number of firms are using technologies to improve their efficiencies, effectiveness, and to reduce the cost of operations. According to Marr (2019 ), the Coca-Cola Company is one of the firms that are using technologies to remain competitive in the current dynamic business environment. Coca-Cola is the leading soft drink company globally, and it operates in more than 200 countries in different parts of the world. Coca-Cola needs technology to serve its customers and to manage its workforce globally.
Technologies such as virtual workforce, artificial intelligence (AI), and human resource management systems (HRMS) have made Coca-Cola the most competitive company internationally. First, to manage its global customers, the company is using a remote workplace technology known as Teamweek that helps it to monitor and interact with its employees. The main competency associated with Teamweek technology is efficiency in the workplace. Secondly, Coca-Cola is using AI to improve the quality of its services ( Marr, 2019 ) . AI enables Coca-Cola customers to order their favorite blends remotely. AI also enables the company to monitor the behavior and preferences of its customers. AI makes the company adaptive to consumer taste and preferences. Thirdly, Coca-Cola is using HRMS to manage employee functions such as performance, compensation, and training. Globalization is making it for many multinational companies to manage their companies. Nonetheless, Coca-Cola is using virtual workplace technologies and HRMS to manage its global workforce. HRMS is linked to creativity at Coca-Cola due to the effective management of employees.
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At the same time, technologies positively impact Coca-Cola’s organizational culture. The company embraces the inclusive culture, as it is determined to have a diverse and productive workforce. Therefore, by using technologies like Teamweek and HRMS, the company can hire and manage employees across countries and cultures. Technology is making it possible for the company to execute the organizational culture of inclusivity and diversity. Many workplaces are increasingly becoming diverse due to globalization ( Das, 2010) . Thus, to improve inclusivity, Coca-Cola is using technology, the social and cultural needs of its employees.
Organizational effectiveness is one of the factors that determine the success of a company. Apart from HRMS and AI, Coca-Cola is using various technologies to improve its organizational effectiveness. For instance, the company is using AI technology implement freestyle dispensing, allowing customers to create their favorite beverage or brand (Marr, 2019). HRMS, on the other hand, improves organizational effectiveness in the company by ensuring effective management of various human resource activities and operations ( Friedman, 2007) . HRM helps the company to have all relevant data and information of its employee, resulting in effective human resource management.
Also, technology is enhancing Coca-Cola’s global expansion strategies. Hiring employees with relevant skills is one of the significant challenges faced by companies when they want to expand globally. Expatriating of employees may be expensive while at the same time, a company may not get relevant skills in the host company ( Friedman, 2007) . However, with the use of virtual workplace technologies, Coca-Cola can acquire relevant talents without incurring many costs. The company can quickly expand globally countries without encountering major human resource challenges.
In conclusion, companies need modern technologies to succeed in the current business environment that is characterized by many changes. Companies like Coca-Cola have managed to use technologies to gain a competitive advantage in the global market. Technology is helping the company to overcome some of the challenges in the local and international market. Thus, organizations should embrace technology to enjoy long-term and sustainable success.
References
Das, K. (2010). Another perspective on globalization. Journal of International Trade Law and Policy , 9(1), 46-63.
Friedman, B. A. (2007). Globalization implications for human resource management roles. Employee Responsibilities and Rights Journal , 19 (3), 157-171.
Marr, B. (2019, February 8). The Amazing Ways Coca Cola uses Artificial Intelligence and Big Data to Drive Success. Forbes. Retrieved from https://www.forbes.com/
