Summary of I'd Like the World to Buy a Coke
The Life and Leadership of Roberto Goizueta
Coca-Cola was more than a soft drink to CEO Roberto Goizueta — it was the foundation of an immigrant American’s success.
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; and
- Why introducing “New Coke” was a mistake.
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.
Comment on this summary
Customers who read this summary also read
Applewood Books, 1986
LID Publishing, 2016
Kyle B. Murray
University of Toronto Press, 2016