Summary of I'd Like the World to Buy a Coke

The Life and Leadership of Roberto Goizueta

Wiley,
First Edition: 1998 more...

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I'd Like the World to Buy a Coke book summary
Coca-Cola was more than a soft drink to CEO Roberto Goizueta — it was the foundation of an immigrant American’s success.

Rating

9 Overall

8 Applicability

8 Innovation

9 Style

Recommendation

This is a good business biography. The author has an eye for the interesting detail - such as the fact that the future chairman of Coca-Cola and the future Yankee-hating Communist leader Fidel Castro went to the same elite Cuban private school. He also has a good understanding of the business issues that Roberto Goizueta addressed during his remarkably successful career. This is not a hagiography or an "authorized" biography. In fact, author David Griesing reports that Goizueta opposed the book project and directed his friends and the public relations department of Coca-Cola not to cooperate. Remarkably, in the face of that opposition, the author not only persevered but also produced a book that seems scrupulously objective. If it is not a paen, neither is it a hatchet job. It’s the real thing, and getAbstract.com finds it well worth reading and recommending.

In this summary, you will learn

  • How Roberto Goizueta, former CEO of Coca Cola, grew up in Cuba
  • What triumphs and disasters accompanied his laborious climb up the corporate ladder
  • Why introducing “New Coke” was a mistake
 

Summary

The Prelude
Born in Cuba, the scion of an aristocratic family, Roberto Goizueta learned proverbs that distilled practical lore and wisdom from his Basque-immigrant grandfather. Years later, as chairman of Coca-Cola, he used these proverbs — such as, "If your neighbor's beard is on...
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About the Author

David Greising is a business columnist at the Chicago Tribune and former Atlanta bureau chief of BusinessWeek magazine. He covered Goizueta and Coca-Cola from 1994 to 1998. He is also author of Brokers, Bagmen & Moles: Fraud and Corruption in the Chicago Futures Market.


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