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After taking over as CEO (chief executive officer) of the Coca-Cola Company in 1981, Roberto Goizueta (1931-1997) brought market value of his company's stock from $4 billion to over $150 billion. During his tenure, Coca-Cola became the world's biggest trademark, dominating the international soft drink market.
A patrician-looking but gentle-ruling capitalist, Roberto Goizueta was admired by both business competitors and his own company's shareholders (whom he referred to as "shareowners.") He made it his only priority to pull the Coca-Cola ("Coke") Company out of its 20-year decline and into global stardom. His success was tracked around the world. Diversifying internal investments while pushing for overseas expansion, Goizueta and his hand-picked management team quickly gained dominance for Coke in the world market, and enhanced the company's share value by more than $148 billion. In 1996 alone, shareholders realized a remarkable 43 percent return on their investments. Goizueta's own personal wealth, starting with 100 shares of company stock, multiplied by the millions.
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