Public-private partnership: Coca-Cola and the University of Belgrade

Abstract

Purpose: Analyzing the memorandum of cooperation conducted between Coca-Cola HBC Serbia AD Zemun and the Faculty of Organizational Sciences (FOS), University of Belgrade, the purpose of this paper is to demonstrate which multinational companies invest in education. The importance of cooperation is emphasized, since cooperation has indirect effects on corporate social responsibility and the external positioning of the Faculty of Organizational Sciences and Coca-Cola, promoting direct cooperation between institutions and education. Design/methodology/approach: The analyses are based primarily on analysis of a memorandum of cooperation signed between Coca-Cola Hellenic and the FOS in the presence of Serbian government representatives. Other Serbian legislative acts are discussed that allow the operation of multinational companies in Serbia, providing cooperation process transparency related to higher education. Findings: This article points out which forms of cooperation exist between Coca-Cola and educational institutions in Serbia, the effects of such cooperation, and the benefits to local staff development, especially community development. Originality/value: The article is based on a special memorandum on cooperation that enables familiarity development with concrete investments by multinational companies in education in Serbia. Positive outcomes of such an investment are discussed. © Emerald Group Publishing Limited.