Distinguished speaker series: Muhtar Kent, Coca Cola’s CEO designate
Changes in the global economic order create a defining moment for business
Life in the twenty-first century is about continuous learning, relationships and flexibility; it's about having an engaging mind and being imaginative, according to Muhtar Kent, who becomes CEO of The Coca Cola Company on 1 July. Only in this way would businesses be able to face up to the very real global economic challenges.
Speaking as part of the Schools Distinguished Speaker Series (DSS), Mr Kent drew attention to the challenges posed by the current business environment; "We are at an important inflexion point, a defining moment, with four forces changing the balance of our global economic order." The four forces he outlined were rising oil and food prices, the growing middle class and rapid urbanisation. "All the rules are changing and how we comprehend them will determine our success or failure."
The health and vibrancy of the global beverage industry is a perfect metaphor for global industry as a whole. The average beverage consumer is able to sample products from all around the world at multiple points during the day - orange juice from Florida, coffee from Brazil, and both Coca-Cola and bottled water from many different countries. It exemplifies the impact of globalisation.
In itself, globalisation is neither positive, nor negative, said Mr Kent. It is up to business to make it successful; business needs healthy communities if it is to have the benefit of healthy markets. Business has a responsibility to lead, he told his London Business School audience, "but we can't do it alone. You need to bring together business, government and civil society to play a meaningful role in creating sustainable communities."
Mr Kent was the School's Distinguished Speaker on 28 May 2008.