THE MAN WHO KNEW THE FORMULA: ROBERTO C. GOIZUETA (1931-1997)

ROBERTO C. GOIZUETA 1931-1997

As the pre-eminent general in the cola wars, Coca-Cola CEO Roberto C. Goizueta was the ultimate brand loyalist. His devotion to Coke made him wealthy and enriched his shareholders, as well as the city of Atlanta. But his loyalty to a somewhat obscure brand, True cigarettes, made him more susceptible to the lung cancer that killed him last week at age 65, ending Goizueta's remarkable stewardship of the world's biggest brand. Goizueta's illness was diagnosed in September, and the company expressed optimism about his return as he continued to work from his hospital room. But following chemotherapy and radiation treatment, Goizueta...

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