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Abstract
Since 2010, globalisation has imposed a new view of the competitive environment in which competitors are not always direct rivals. On the contrary, as a result of alliances and agreements, certain firms can become mega-organisations that have the potential to change the long-term competitive structure of sectors (oversize economy). In the emerging oversize economy, mega corporations (The Coca-Cola Company, McDonald's, Apple, for instance) manage competition adopting firm policies focused on shareownership, co-ownership and stock splits. The Coca-Cola Company accountability for sustainability creates a range of outcomes including diverse beverage products; economic benefits such as jobs, taxes paid and community investment; ecosystem impacts and initiatives; and customer and shareowner value.
Keywords: Shareowners; Stakeholders; Oversize Economy; Global Competition; The Coca-Cola Company
1.Oversize Economy, Shareownership and Global Competition
From the beginning of the 2010s and up to these years, a new phase of globalisation produced a structural change in competition (network globalisation 2010-2020). The primacy of knowledge management, the worldwide localization of production and the new policies of innovation and imitation have been modified in opportunities for worldwide joint ventures, global competitive alliances and merger and acquisitions (Brondoni, 2012). As a result of concentration, fusions in several industries have involved a 'mega-merger' of corporate giants that has radically transformed the competitive balance in many sectors (Brondoni, 2014).
Since 2010, globalisation has imposed a new view of the competitive environment in which competitors are not always direct rivals. On the contrary, as a result of alliances and agreements, certain firms can become competitors in the sense that together they contribute to the common objective of generating greater profits, with mega-organisations that have the potential to change the long-term competitive structure of sectors (oversize economy) (Brondoni & Bosetti, 2018).
□ Indeed, since the mid-2010, the competitive dynamics of corporations in the global agrochemical market have changed rapidly and profoundly. In particular, the largest companies have drastically increased the concentration of global supply, leading to the abandonment of corporate policies based on oversupply to instead emphasise new competitive policies focused on the global supply concentration economy (big corporations based on global networks, lean and multicultural organisations, basic techno products, global supply, high profits) to affirm a new oversize economy competitive dynamic. The importance of company size is evident. The...