From old bottles
Coca-Cola has turned to its past to find a new boss
FEW people within Coca-Cola know better the dangers of changing the recipe than Donald Keough, who almost 20 years ago stood besides Coke's legendary boss, Roberto Goizueta, when he announced that the world's best-selling soft drink would henceforth have a different taste. New Coke was a monumental failure, and the firm went back to the old. It did so again on May 4th, when Mr Keough announced that his long search to find a new chairman and chief executive had finally ended in an invitation to Neville Isdell, a Coke veteran of 35 years, to come out of retirement and take up the reins.
This article appeared in the Business section of the print edition under the headline “From old bottles”
From the May 8th 2004 edition
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