Coke's Man On The Spot

Nowadays, things go tougher at Coke. But Doug Ivester has his eye on the long term

The CEO of Coca-Cola Co., M. Douglas Ivester, believes in digging into the details of all his company's far-flung operations. When an executive from Coca-Cola Femsa, Coke's biggest Mexican bottler, mentioned his country's tens of thousands of mom-and-pop retailers at a presentation last year, Ivester cut him short, saying: "So which are they--moms or pops?" John Santa Maria Otazua, Femsa's chief operating officer, stammered back: "I think it's more moms than pops, Doug, but I'm not sure."

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