Stategy

In: Business and Management

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Suhaib Riaz wrote this case under the supervision of Professor W. Glenn Rowe solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality.
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Copyright © 2008, Ivey Management Services Version: (A) 2008-10-16
In recent years, The Coca-Cola Company (Coca-Cola) has seen a much lower rise in its stock price compared with the exceptional 5,800 per cent rise during the 16-year tenure of its well-known chief executive officer (CEO), Robert Goizueta. After Goizueta’s untimely death from cancer in October 1997, the company witnessed some tumultuous times, and Goizueta’s three immediate successors have not lasted for even half as long as his total tenure (see Exhibit 1). Coca-Cola’s CEO succession process was widely regarded as being ad hoc, and each succession story had its own peculiarities and intrigues. The leadership styles of CEOs at Coca-Cola differed and were often a source of interest in the media and the investment community, where many speculated on the type of leadership that was needed at the helm.
In general, leadership styles can be described as managerial, visionary or strategic.2 In this categorization, managerial leaders are considered those who…...

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