I would like the world to buy a coke

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Wiley, 1998 - Biography & Autobiography - 334 pages
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This is a business profile of Roberto Goizueta, Chairman and CEO of Coca-Cola. The book chronicles Goizueta's career, from his first job managing Coke's Cuban production plant to his appointment as CEO in 1981 and up to the present, when he will soon celebrate his 65th birthday and needs to think about who should be the next CEO of Coke. The book describes how Goizueta fled his native Cuba in 1960 with only $20 in his pocket and 100 Coke shares in his suitcase (shares worth $2 million today); how he started working for Coke in Miami and later moved to Atlanta in 1964 to become Coke's youngest-ever VP, in charge of technical research and organizational development; and how he became CEO in 1981, having been chosen by then-CEO Robert Woodruff, even though Goizueta was considered the darkhorse: he's an engineer with a production background in a marketing-driven company, but he had a close personal friendship with Woodruff. The book also describes Goizueta's management of Coca-Cola: he spearheaded the globalization of Coke, successfully: in the "Cola Wars" between Coke and Pepsi, it's not taste that matters, it's market share, and Coke wins easily with greater market share in every country around the world. He also survived the "New Coke" debacle as well as several distracting acquisitions (especially Columbia Pictures movie studio). And the book describes Goizueta's management style: he has been characterized as both charismatic and as conducting "the Spanish Inquisition".

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I'd like the world to buy a coke: the life and leadership of Roberto Goizueta

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A fascinating and readable chronicle of how a lowly chemical engineer rose through the ranks to become the CEO of Coca-Cola and then proceeded to transform the giant company into a truly global brand name, tripling the corporation's size. Read full review


Cuba Castro and Coke
Flight to the Top
The Spanish Inquisition

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About the author (1998)

Greising is the Atlanta Bureau Chief for Business Week. He has covered Coca-Cola and Roberto Goizueta for 3 years. Prior to BusinessWeek, he was with the Chicago Sun-Times.