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| Author: | Sellers, P. |
| Title: | How Coke is kicking Pepsi's can |
| Journal: | Fortune
1996 : OCT 28, VOL. 134:8, p. 30-39 |
| Index terms: | ECONOMICS SOFT DRINKS INDUSTRY RESEARCH |
| Language: | eng |
| Abstract: | Inside the chairman's office on the 25th floor of Coca-Cola's stately headquarters in Atlanta, in the top lefthand drawer of his desk, Roberto Goizueta has for many years kept two charts. One describes Coca-Cola's fundamental business: selling the concentrate that transforms fizzy water into Coke. The diagram plots the four reasons Goizueta adores the business: selling concentrate requires little capital; it produces superb returns; it demands minimal reinvestment; it spills an ocean of cash. |
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