Debunking Coke

摘要

On the day he is appointed, the boss of Coca-Cola is meant to visit the vault of the SunTrust Banks, in Atlanta, to kneel before the original recipe for Coke, a secret known to only a handful of people in the world. However, this is one trip that Douglas Daft is not going to bother with. Whereas his predecessor, Doug Ivester, learned it by heart, Mr Daft, who in April will become only the eleventh chairman in the group's 114-year history, says: "The Coke formula represents the wisdom of the past. We have to look forward."