Cuban-American businessman who served as CEO of Coca-Cola from 1981 to his death in 1997, overseeing both the disastrous New Coke launch and the company's most extraordinary period of shareholder value creation.
Created more shareholder value than almost any CEO of his era through financial engineering — increasing Coke's return on equity and using the brand's pricing power to compound — while the New Coke disaster paradoxically strengthened brand loyalty through the Classic Coke revival.
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