The Coca-Cola Co., in navigating the impacts of the ever-changing COVID-19 situation, will selectively scale up in regional markets. "COVID, indeed, has got more staying power, I think, than anybody thought at this time last year, and we, like many companies, were using this period as a catalyst to drive a lot of actions that perhaps would have taken a little longer," said John Murphy, executive vice president and chief financial officer, on Sept. 9 in the virtual Barclays Global Consumer Staples Conference. "And the name of the game at the moment is to build the wherewithal to adapt to COVID and to stay relevant as the world continues to work through this." Strong brands and a strong balance sheet are two assets for Atlanta-based Coca-Cola. Having the scale to be flexible is a third one.
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