Goizueta, Roberto (Crispulo) - Hutchinson encyclopedia article about Goizueta, Roberto (Crispulo) Printer Friendly
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Goizueta, Roberto (Crispulo)

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Goizueta, Roberto (Crispulo) (1931- )

Cuban-born US food and beverage company executive. As president, chairman, and, from 1980, CEO of Coca-Cola, he proved to be an aggressive and successful marketing and corporate strategist. He stunned many in 1985 when he opted to change the formula of the famous Coca-Cola drink, a decision reversed within weeks after a public outcry. Goizueta was born in Havana, Cuba. A Yale-educated engineer, he joined Coca-Cola as a quality control and research specialist in 1954.



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