TECHNOLOGY: Coke CEO Sees Technology As Major Challenge, As Well As Solution

Technology advances are helping Coca-Cola cut costs. Company has turned to cheaper off-the-shelf software, for example, to run human resources and bill payment, allowing it to cut obsolete jobs. But evolving technology also presents new marketing challenges, according to CEO James Quincey. Rise of online beverage purchasing is disrupting soft drink buying patterns: shopping trips that used to lead to soft drink purchases at food courts or vending machines are being replaced by smartphone purchases and home deliveries. Quincey sees technology such as social media as key to answering these challenges, including decline in foot traffic, and ultimately believes surmounting them will make Coca-Cola a winner, here and abroad, in the digital age.