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I'd Like the World to Buy a Coke: The Life and Leadership of Roberto Goizueta (Paperback)
by David Greising
| Category:
Entrepreneurship, Innovation, Business success, Corporate history |
| Market price: ¥ 228.00
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¥ 208.00
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Author: David Greising
Publisher: Wiley; New Ed edition
Pub. in: May, 1999
ISBN: 0471345946
Pages: 334
Measurements: 8.9 x 6 x 1 inches
Origin of product: USA
Order code: BA01170
Other information: ISBN-13: 978-0471345947
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- MSL Picks -
"I'd Like the World to Buy a Coke" provides a glimpse into the life of one of the world's most recognized names: Coke. David Greising does an excellent job in describing the life of Roberto Goizeuta, CEO of the Coca-Cola Company. He lays out the strategies that Goizueta used to reorganize Coke into the money making machine that it is today and describes the conflict presented with each. For example, do you know what Goizueta meant when he said that "there are no sacred cows"?
I have always thought of Coke as dominating the soda market and so it was surprising and intriguing to learn that at one point, Coke was on the verge of loosing its supermarket sales to Pepsi for good. Greising also explains the failure of New Coke, Coke II, Coke III, (remember these?) and other failed marketing campaigns and what exactly caused the consumers to reject the ideas. The marketing of New Coke, for example caused more uproar by the consumer than I would have ever thought to be possible over a soda.
Greising also takes great pains to describe the everyday toils that one must go through as CEO of a worldwide company. For instance, what do you do when Pepsi launches something like the nation wide Pepsi Challenge? The drive, commitment, and passion that are necessary to end up with a $2 million paycheck per week and what the end result of this is. For instance, what do you do when Pepsi launches something like the nation wide Pepsi Challenge?
Overall, I found the book to be very interesting, simply because Coke is one of the names that everyone knows, but hardly anyone knows anything about. "I'd Like the World to Buy a Coke" serves as a looking glass into one of the world's largest companies and reveals some of its secrets. Do you know what caused many countries to temporarily boycott Coke before the 1996 Atlanta Olympics? What made Diet Coke and Cherry Coke successful, but failed to be applied to Coke II? Read to find out!
(From quoting Catherine Noble,USA)
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- Better with -
Better with
McDonald's: Behind The Arches
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David Greising (Atlanta, Georgia) is the Atlanta Bureau Chief for BusinessWeek and has been covering Coca-Cola and Roberto Goizueta for three years. He has also written for the Chicago Sun-Times.
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From Publisher
Robert Goizueta created more stockholder wealth than anyone in history. Here's how he did it...
The late Roberto Goizueta helped catapult the successful but stagnant Coca-Cola into the world's most powerful brand and one of the greatest generators of stockholder wealth in history. At the time of his death, he was hailed in papers around the world as one of the most innovative and successful CEO's of our time. Yet little is known of this corporate maverick. This is his story.
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Amazon.com (MSL quote), USA
<2008-02-25 00:00>
David Greising's biography of Roberto Goizueta is the story of how Coca-Cola became one of the world's leading brands. The story follows Goizueta, a chemical engineer, who first worked for Coca-Cola in Cuba. After the revolution, Goizueta came to the United States and went on to become the youngest vice-president ever at Coca-Cola. In 1980, Goizueta became president of Coca-Cola and presided over the world's largest soft drink company until his death from lung cancer in 1997.
Greising presents a fascinating behind-the-scenes look at some of the most high-profile business stories that happened during Goizueta's tenure, such as Coca-Cola's purchase and subsequent sale of Columbia Pictures; the disastrous reformulation of the New Coke; how Coca-Cola swept Eastern Europe after the fall of the Berlin wall; and Goizueta's dealings in bringing the Olympics to Atlanta in 1996. Compelling and easy-to-read, I'd Like the World to Buy a Coke is a must for those interested in how one company created and marketed a brand like no other. -This text refers to an out of print or unavailable edition of this title.
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Library Journal (MSL quote), USA
<2008-02-25 00:00>
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.
Copyright 1999 Reed Business Information, Inc. |
The Economist (MSL quote), USA
<2008-02-25 00:00>
Unfortunately, Mr Goizueta (and thus Coke) refused to cooperate with his biographer. Yet, despite this fairly hefty handicap, the resulting biography still provides a decent workmanlike portrait, producing the occasional scoop ... without ever quite nailing down its elusive subject. |
The Wall Street Journal (MSL quote), USA
<2008-02-25 00:00>
Roberto C. Goizueta left a legacy that extends far beyond Coca-Cola. He's the man who showed that a company could expand by narrowing its focus to soft drink sales and that a brand name could become a marketing juggernaut. |
View all 8 comments |
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