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Roberto Crispulo Goizueta: 1931-1997: Businessman, Chemical Engineer Biography - Born Into Cuba's Social Elite, Left Family Business For Coca-cola, Climbed The Corporate Ladder

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Roberto Crispulo Goizueta: 1931-1997: Businessman, chemical engineer.

Roberto Goizueta was a Cuban American chemical engineer who chose to forge his own destiny with the Coca-Cola company rather than simply work for his father. He began his career with the company as a production supervisor for Coke plants in Cuba and he worked his way up the corporate ladder to become the company's chief executive officer. Goizueta ran the Coca-Cola company from 1981 until his death in 1997. During his tenure he turned the company's stagnating soft drink business into an internationally recognized and extremely profitable enterprise. The company's value increased almost $150 billion under Goizueta's leadership and he became one of the wealthiest Hispanics in America.

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