Over-reliance on external technology suppliers

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Infringement cases
Coca-Cola has faced several lawsuits, which may have caused doubts among consumers. It may also have a negative impact on its credibility. One of the major lawsuits that Coca-Cola is facing is the infringement of a patented internet-connected freestyle beverage machine. A Texas-based RCDI filed the lawsuit in 2015. Although Coca-Cola had previously won the case, a Federal Circuit panel revived the case in 2020, vacating Coca-Cola’s patent victory against the previous ruling by a federal judge in Georgia. A California environmental organization also sued Coca-Cola, Nestle, and Pepsi for causing a “nuisance” through plastic pollution. Additionally, the company has been sued for misleading people that their plastic is recyclable. Other lawsuits that Coca-Cola is facing include the trademark Thumbs up, the trademark “ZERO,” copyright infringement from 1983, and many more.


Coca-Cola aims to increase its productivity and profitability through technology and innovation. canada whatsapp number data It uses technology in product development, better product placement and personalization, data analytics, and advertising. However, Coca-Cola outsources the IT support it needs. It also needs technology to make its supply chain thrive. It is therefore a major disadvantage that most of their technology comes from third parties. Coca-Cola outsources its technology needs to companies such as Virent, Powerade, Avanium, and Gevo. In April 2020, Coca-Cola partnered with Microsoft and signed a five-year agreement for cloud technology and enterprise software. It would use Microsoft’s Azure Cloud Platform, customer service software, as well as Microsoft’s 5 apps, including Microsoft Teams.