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I'd Like the World to Buy a Coke
Book

I'd Like the World to Buy a Coke

The Life and Leadership of Roberto Goizueta

David Greising
Wiley, 1998
First Edition: 1998

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Editorial Rating

9

Qualities

  • Innovative
  • Applicable

Recommendation

This is a good business biography. The author has an eye for the interesting detail - such as the fact that the future chairman of Coca-Cola and the future Yankee-hating Communist leader Fidel Castro went to the same elite Cuban private school. He also has a good understanding of the business issues that Roberto Goizueta addressed during his remarkably successful career. This is not a hagiography or an "authorized" biography. In fact, author David Griesing reports that Goizueta opposed the book project and directed his friends and the public relations department of Coca-Cola not to cooperate. Remarkably, in the face of that opposition, the author not only persevered but also produced a book that seems scrupulously objective. If it is not a paen, neither is it a hatchet job. It’s the real thing, and getAbstract.com finds it well worth reading and recommending.

Take-Aways

  • Roberto Goizueta, CEO of Coca Cola, was a Cuban aristocrat who sometimes concealed his early advantages to make his history more closely resemble the American myth of the disadvantaged immigrant overcoming adversity to succeed.
  • Goizueta went to the same school as Fidel Castro, at the same time, but the two were in different classes.
  • Focused, diligent and relatively quiet, Goizueta was atypical of his schoolmates.

About the Author

David Greising is a business columnist at the Chicago Tribune and former Atlanta bureau chief of BusinessWeek magazine. He covered Goizueta and Coca-Cola from 1994 to 1998. He is also author of Brokers, Bagmen & Moles: Fraud and Corruption in the Chicago Futures Market.

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