Part 14 (1/2)
Page 59 new regional manager decided . . . liked Pepsi better: Thomas Oliver, Thomas Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story (New York: Penguin, 1987), 49-53. (New York: Penguin, 1987), 49-53.
Page 59 The campaign doubled market share: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 56-58.
Page 59 realized the scorched-earth tactics . . . ”The Pepsi Challenge”: Tedlow, 106. Tedlow, 106.
Page 59 more traditional forms of advertising: Al Reis and Jack Trout, Al Reis and Jack Trout, The 22 Immutable Laws of Marketing The 22 Immutable Laws of Marketing (New York: HarperBusiness, 1993), 81. (New York: HarperBusiness, 1993), 81.
Page 60 high of 60 percent after World War II: Allen, 402. Allen, 402.
Page 60 just 22 percent . . . ”advertising alone couldn't”: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 118.
Page 60 fled the island . . . learned the secret formula: Hays, 68-77. Hays, 68-77.
Page 60 rise to the top . . . hotly contested top slot: Hays, 77-79, 89. Hays, 77-79, 89.
Page 60 ”There are no sacred cows”: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 74.
Page 61 The company should have known better: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 127.
Page 61 The project was so secret: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 138.
Page 61 Company executives stood: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 155.
Page 61 montage of cowboys: Allen, 411. Allen, 411.
Page 61 press corps leaped . . . Pepsi had nothing to do with it: Oliver, Oliver, The Real c.o.ke, the Real Story The Real c.o.ke, the Real Story, 159-167.
Page 61 more than 400,000: Roger Enrico and Jesse Kornbluth, Roger Enrico and Jesse Kornbluth, The Other Guy Blinked: How Pepsi Won the Cola Wars The Other Guy Blinked: How Pepsi Won the Cola Wars (Toronto: Bantam, 1986), 14. (Toronto: Bantam, 1986), 14.
Page 61 ”You've taken away my childhood”: Hays, 118-119. Hays, 118-119.
Page 61 ”Changing c.o.ke is like”: Allen, 414. Allen, 414.
Page 61 ”We have heard you” . . . ”I think, by the end”: Matt Haig, Matt Haig, Brand Failures: The Truth About the Biggest Branding Mistakes of All Time Brand Failures: The Truth About the Biggest Branding Mistakes of All Time (London: Kogan Page, 2003), 17; Enrico and Kornbluth, 238. (London: Kogan Page, 2003), 17; Enrico and Kornbluth, 238.
Page 62 again topped Pepsi in market share: Reis and Trout, 23. Reis and Trout, 23.
Page 62 ”A lot of people said”: Sergio Zyman, Sergio Zyman, The End of Marketing As We Know It The End of Marketing As We Know It (New York: HarperBusiness, 1999), 49. (New York: HarperBusiness, 1999), 49.
CHAPTER 3. BIGGERING AND BIGGERING.
Page 63 hundredth-anniversary celebration: Ron Taylor, ”c.o.ke Bills Party as Biggest Ever in Atlanta,” Ron Taylor, ”c.o.ke Bills Party as Biggest Ever in Atlanta,” Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, May 10, 1986; Howard Pousher, ”Epic Feast for 14,000,” Atlanta Journal-Const.i.tution Atlanta Journal-Const.i.tution, May 10, 1986.
Page 64 focusing everything on their quarterly earnings: John D. Martin and J. William Petty, John D. Martin and J. William Petty, Value Based Management: The Corporate Response to the Shareholder Movement Value Based Management: The Corporate Response to the Shareholder Movement (Boston: Harvard Business School Press), 13-28. (Boston: Harvard Business School Press), 13-28.
Page 64 ”shareholder value movement”: Betsy Morris, ”The New Rules,” Betsy Morris, ”The New Rules,” Fortune Fortune, August 2, 2006.
Page 64 cutting waste and inefficiency: Allan A. Kennedy, Allan A. Kennedy, The End of Shareholder Value The End of Shareholder Value (Cambridge, MA: Perseus, 2002), 49-61. (Cambridge, MA: Perseus, 2002), 49-61.
Page 64 rushed to please Wall Street: Betsy Morris, ”Tearing Up Jack Welch's Playbook,” Betsy Morris, ”Tearing Up Jack Welch's Playbook,” Fortune Fortune, July 11, 2006; Kennedy, 164-166.
Page 64 hurt the long-term success of their companies: Kennedy, xi, 63-66; ”Buy Now, While Stocks Last,” Kennedy, xi, 63-66; ”Buy Now, While Stocks Last,” The Economist The Economist, July 17, 1999; John Ca.s.sidy, ”The Greed Cycle: How the Financial System Encouraged Corporations to Go Crazy,” The New Yorker The New Yorker, September 23, 2002.
Page 64 no CEO was a.s.sociated: Hays, 90. Hays, 90.
Page 64 ”I wrestle over how to build”: Faye Rice et al., ”Leaders of the Most Admired,” Faye Rice et al., ”Leaders of the Most Admired,” Fortune Fortune, January 29, 1990.
Page 64 had a computer screen installed: Hays, 67. Hays, 67.
Page 64 another screen at the main entrance: Betsy Morris, ”Roberto Goizueta and Jack Welch: The Wealth Builders,” Betsy Morris, ”Roberto Goizueta and Jack Welch: The Wealth Builders,” Fortune Fortune, December 11, 1995.
Page 64 sloughed off divisions . . . The Karate Kid: The Karate Kid: Pendergrast, 340-342, 346. Pendergrast, 340-342, 346.
Page 65 ”a most unique company”: Morris, ”Roberto Goizueta and Jack Welch: The Wealth Builders.” Morris, ”Roberto Goizueta and Jack Welch: The Wealth Builders.”
Page 65 increasing per capita consumption: Hays, 92-93. Hays, 92-93.
Page 65 ”If we take full advantage”: Pendergrast, 367. Pendergrast, 367.
Page 65 C on the kitchen faucet: ”A Conversation with Roberto Goizueta and Jack Welch,” ”A Conversation with Roberto Goizueta and Jack Welch,” Fortune, Fortune, December 11, 1995. December 11, 1995.
Page 65 ”biggering and biggering”: Dr. Seuss, Dr. Seuss, The Lorax The Lorax (New York: Random House, 1971). (New York: Random House, 1971).
Page 65 As the 1990s dawned . . . annual growth in earnings: Hays, 41. Hays, 41.
Page 65 Goizueta personally called the Wall Street a.n.a.lysts: Hays, 128-129. Hays, 128-129.
Page 65 ”If you weren't owning c.o.ke”: Hays, 138. Hays, 138.
Page 65 ”the closest thing we know of”: ”CEO of the Year 1996,” ”CEO of the Year 1996,” Chief Executive Chief Executive, July 1, 1996.
Page 65 Stock prices rose: Hays, 129-131. Hays, 129-131.
Page 66 Goizueta profited handsomely: Ira T. Kay, Ira T. Kay, CEO Pay and Shareholder Value: Helping the U.S. Win the Global Economic War CEO Pay and Shareholder Value: Helping the U.S. Win the Global Economic War (Boca Raton, FL: St. Lucie Press, 1998), 113; Stacy Perman, ”The Man Who Knew the Formula,” (Boca Raton, FL: St. Lucie Press, 1998), 113; Stacy Perman, ”The Man Who Knew the Formula,” Time Time, June 24, 2001.
Page 66 largest single payout: Hays, 136. Hays, 136.
Page 66 ”King Size”. . . ”Family Size” bottles: Pendergrast, 256-257. Pendergrast, 256-257.
Page 66 ”Cheap corn, transformed”: Michael Pollan, ”The Agricultural Contradictions of Obesity,” Michael Pollan, ”The Agricultural Contradictions of Obesity,” New York Times Magazine New York Times Magazine, October 12, 2003.
Page 67 rolled out a 50 percent . . . 100 percent HFCS version: ”Sugar: A Sticky Boom,” ”Sugar: A Sticky Boom,” The Economist The Economist, October 18, 1980; Rosalind Resnick, ”Bad News for Latin Sugar,” Miami Herald Miami Herald, March 16, 1986.
Page 67 concept of ”supersizing” really caught on: Melanie Warner, ”Does This Goo Make You Groan?” Melanie Warner, ”Does This Goo Make You Groan?” New York Times New York Times, July 2, 2006.
Page 67 in the 1990s a 21-ounce medium soda: Eric Schlosser, Eric Schlosser, Fast Food Nation: The Dark Side of the All-American Meal Fast Food Nation: The Dark Side of the All-American Meal (New York: Houghton Mifflin, 2002 [orig. pub. 2001]), 54. (New York: Houghton Mifflin, 2002 [orig. pub. 2001]), 54.