Leadership

In a shrewd acquisition, Goizueta purchased Columbia Pictures for $750 million in 1982. Three years later, Columbia was Coca-Cola’s second most successful enterprise bringing in 14% of the operating income. In his first five years as CEO, Goizueta increased Coca-Cola’s sales and profits by 50%. In a marketing coup, Goizueta’s Classic Coke, in 1986, beat out Pepsi to emerge once again as the nation’s best-selling soft drink with 40% of the $38 billion market. Goizueta aggressively expanded Coca-Cola into international markets creating a global powerhouse.