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 books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
