Word: goizueta
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...Goizueta's unyielding, unquenchable resolve to increase shareholder value became the dominant management theme of the 1990s. His strategy: if a business doesn't add value, say goodbye. "I know something very simple," Goizueta told FORTUNE in 1995, "and that is: the way to become richer is you borrow money at a certain rate and invest it at a higher rate and pocket the difference. So we went very methodically over much of our business...
...trademark. When he took over, Coke had flat growth and unprofitable businesses--ranging from shrimp farming to wine--that were draining the company's cash, not to mention a serious Pepsi challenge. On his watch, Coke's stock-market value rose from $4 billion to some $150 billion. Goizueta himself became a billionaire through his Coke stockholdings...
...Even Goizueta's mistakes were beauties: the disastrous new Coke, which nevertheless paved the way for a sales surge in "classic" Coke, and the purchase of Columbia Pictures, which he unloaded on Sony for a healthy profit. Says analyst Martin Romm of Credit Suisse First Boston: "He did more in 16 years than most people could hope to do in a millennium...
...During Goizueta's tenure, Coke won the cola wars going away. In the $54 billion carbonated-beverage business, Coke owns 43% of the domestic market, to Pepsi's 31%. Coke has captured 48% of the world market, while Pepsi lags with 22%, estimates Beverage Digest. Goizueta, a globalist, has pushed sales hard outside the U.S. Coke gets 71% of its revenue abroad, while Pepsi generates more than 70% in the U.S. Last year PepsiCo's sales rose 5%, to $31.6 billion, but its earnings fell 28%, to $1.1 billion. Hindered by a strong dollar, which hurts foreign sales, Coke...
Coke has played kick the can with the big "Project Blue" global campaign that Pepsi launched last year, grabbing Pepsi strongholds like Russia and India. Goizueta orchestrated one of the cola war's most outrageous raids--buying half of Pepsi's Venezuelan bottler and grabbing a dominant market share almost overnight. "The conclusion is obvious," he told TIME shortly afterward. "Our system has terrific momentum...