However, he believed that big business had a responsibility to the community in which it thrived (whether local or global), and he donated most of his personal wealth to major charities.
An Unlikely Candidate
Born in Havana, Cuba, Goizueta was the son of Crispulo and Aida Goizueta. His mother was an heiress to a sugar fortune and his father was an architect who had attended the University of Pennsylvania. As a teenager, he was sent to New England to attend school. A shy intellectual educated at Yale University in chemical engineering, Goizueta made a pivotal decision in 1954 to join Coke's technical subsidiary in Havana, Cuba, rather than return to his family's sugar plantations. The job offer followed Goizueta's response to Coke's newspaper advertisement for employment opportunities. After joining the company as a technician, he borrowed money from his father to purchase 100 shares of company stock.
Fleeing Fidel Castro's revolution, Goizueta brought his family to the United States in 1961 with $40 in his pocket and the 100 shares of Coke stock. He continued with Coca-Cola, first in Miami, Florida, then at corporate headquarters in Atlanta, Georgia. After several career promotions, he entered executive management in 1974 as senior vice-president of Coke's technical division.
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