| BUSINESSWEEK ONLINE : MAY 3, 1999 ISSUE | ||||||||
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| THE CORPORATION
A Case of Deja Vu Doug Ivester isn't the first Coke CEO to face big challenges. His predecessor, Roberto Goizueta, also became a ''Man on the Spot'' after his ill-fated 1985 decision to replace Coke's traditional secret formula with a sweeter New Coke. But just like Ivester today, Goizueta took the long view. He quickly cut his New Coke losses, ended Coke's foray into filmmaking, and refocused on the core brand. A reinvigorated Coke went on to become an earnings phenomenon. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ |
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Coke's Man on the Spot TABLE: They'd Like to Sell the World a Coke CHART: As Coke Sales Stall...Earnings Take a Hit...And the Stock Loses Its Fizz A Case of Deja Vu Now That's a Pepsi Challenge INTERACT E-Mail to Business Week Online | |||
