Strategic Leadership

Coca-Cola has had a string of excellent CEO's including Robert Goizueta, Douglas Ivester, Douglas Daft, Neville Isdel and the current CEO, Muhtar Kent. Mr. Kent believes it is imperative for the leaders of global companys to be well informed of international affairs and to have extensive experience of living and working in markets around the world. 80% of Coke's business is outside of the U.S and it is extremely important to understand those international markets to be successful in them. Muhtar Kent describes putting all of his decisions and actions through a global filter. How are decisions made in Atlanta at the world headquarters going to effect Coke sales and profits in China or Mexico. Kent has developed a 2020 Vision which is a strategic renewal process that aligns Coke and their bottling partners around the world toward common goals and priorities that help Coca-Cola double their business in the next decade. He believes the whole company and its array of diverse leaders is much more important than any individual parts. Kent is such a strong believer in this, he has created a program where they take a rising star within the company and place them in a whole new special team assignment around the world. This tactic puts individuals far outside their comfort zone and forces them to work with new people in markets they have no experience in. Muhtar Kent believes building a diverse and inclusive workforce is central to their vision including expectations that must be met.