Case “Strategic Leadership at Coca-Cola: the Real Thing”

In: Business and Management

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Exam case “Strategic Leadership at Coca-Cola: The real thing”

Assignment questions:

1. Analyze personal characteristics of top managers of Coca-Cola. How effective was leadership of Coca-Cola executives? What theoretical background you may apply to identify leadership styles of each top manager?

Goizueta
This person could be identified as a strategic leader, because his style of leadership was in changing Coca-Cola financially, organizationally and culturally. He combined best elements of managerial and visionary approach. He was focused on ideas and the future of organization and was known as business philosopher and emphasized the need for leaders to establish the sense of direction. He felt comfortable to “define the character of the company from his office” and gave people responsibility and authority to get job done e.g. left operational work to his CEE when he was focused on his own role with regard to brand building, making deals and selling concentrate.Goizueta were ready to change things and he considered Coca-Cola as too conservative and wanted to change things. He said, “The world is changing and we are not changing with the world.” Goizueta was also ready to take risks e.g. when he decided to put Coca-Cola trademark on a new product. Goizueta emphasized the importance of relationships and encouraged speedier decision-making.

Ivester
His leadership style could be described as managerial, (with some elements od strategic) because he focuses on both day-to-day operational activities and long-term activities. For example, Ivester was obsessed with rational and orderly way of operations and controlling most minor details of operations. But at the same time, he saw business as chessboard and planed his actions many steps ahead in long perspective. He also ignored hierarchy, which is more common for visionary style. Ivester worked a lot and…...

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