Indeed, MNEs have begun to respond in creative ways. Coca-Cola is one company that has developed a deeper concept of CSR that goes beyond philanthropy.
The company regards global corporate citizenship as more of a business opportunity than a burden.
It has developed a capability to replenish the water it takes out of local markets.
It also refined its knowhow in recycling water, glass, and metal to such an extent that it actually generates revenues by consulting for other firms (McKay 2007).