Chapter 1. The I*Dimension

What is the I*Dimension, and why should managers care about it? To answer this question, we need look no further than that quintessentially American icon, the Coca-Cola Company. The company has been losing ground to Pepsico since the untimely death of charismatic CEO Roberto Goizueta in 1997; its shareholders have been unhappy, some quite vocally so, about its performance. According to a story written by Fortune magazine reporter Betsy Morris[1] about the company’s 2006 Annual Meeting, Neville Isdell, the current CEO, told an audience of more than 400 shareholders the following:

Next month the Coca-Cola Company will celebrate its 120th anniversary—120 years since someone paid a nickel for Doc Pemberton’s inspiration-in-a-glass ...

Get The Soul of the Corporation: How to Manage the Identity of Your Company now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.