Word: goizueta
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...more pleased with the company's progress than Chairman Roberto Goizueta, 54. Says he: "My job is not to be right. It is to produce results." The Cuban-born executive, trained as a chemist, has generated criticism aplenty since he took the helm in 1980. Some of that controversy began well before he tampered with Merchandise 7X, the secret Coke formula that has been kept under corporate lock and key ever since the soft drink's invention...
When Coca-Cola Chairman Roberto Goizueta announced in April that the company was changing the secret formula of Coke, he proclaimed that "the best has been made even better." After public outrage forced Goizueta to bring back the original brew as Coca-Cola Classic in July, he still hoped that the sweeter taste of new Coke would catch on. So far, however, the majority of Coke buyers seem to prefer the Real Thing. The company has not released comparative sales figures, but a survey by Beverage Digest showed that in seven of ten markets studied, Classic is outselling new Coke...
Thank you so very much for writing about our product. Roberto C. Goizueta Chairman of the Board and Chief Executive Officer, Coca-Cola Company
...Goizueta...
Scion of an aristocratic Cuban family, he studied chemical engineering at Yale and, after returning to his homeland in 1954, took a job with the Coca- Cola Co. Goizueta came to the U.S. permanently in 1961 to escape the Castro regime and counts himself one of the lucky Cuban refugees: "I had an education and a job." He became a citizen in 1969. Named president of Coca- Cola in 1980 and chairman of the board a year later, Goizueta, 53, now runs one of the most multinational of multinational corporations; other top officers are from Argentina, Germany, Italy and Mexico...