Encyclopedia

Goizueta, Roberto

Goizueta, Roberto (Crispulo)

(1931–  ) food and beverage company executive; born in Havana, Cuba. A Yale-educated engineer, he joined Coca-Cola as a quality control and research specialist in 1954. As president, chairman, and CEO (1980), he proved an aggressive and successful marketing and corporate strategist. He stunned the country in 1985 by changing Coke's formula, a decision reversed within weeks after a public outcry.
The Cambridge Dictionary of American Biography, by John S. Bowman. Copyright © Cambridge University Press 1995. Reproduced with permission.
References in periodicals archive
Entertainment Garcia, Andy - Actor Goizueta, Roberto C.
The Cuban TV connection: spanning the globe
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