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

ROBERTO C. GOIZUETA 1931-1997

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Still, in the third quarter Coke posted a strong 11% increase in case sales worldwide. It's more evidence of Goizueta's remarkable record as cola's greatest warrior. "It's all right if people want to worry about me," Goizueta told Ivester with his typical directness after he was first hospitalized. "But they shouldn't worry about the company, because it's in better shape than it's ever been."

--Reported by Greg Fulton/Atlanta and Valerie Marchant and Aixa M. Pascual/New York

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