Why do think that Roberto Goizueta switched from a stategy that emphasized locaztion towards one that emphasized global standardization?

Coca-Cola Case Discussion Question

1.Why do think that Roberto Goizueta switched from a stategy that emphasized locaztion towards one that emphasized global standardization? What were the benefits of such a stategy?

2.What were the limitations of Goizueta’s strategy that persuaded his successor,Daft to shift away from it? What was Daft trying to achieve? Daft’s stragey also did not produce the desired results. Why do you think this was the case?

3. How would you characterize the strategy Coke is now pursuing? What is the enterprise trying to do? How is this differnet from the strategies of both Goizueta and Daft? What are the potential cost and risk?

4. What does the evolution of Coke’s strategy tell you about the convergence of consumer tastes and preference in today’s global economy?