Q. 1. Explain why do you think that Roberto Goizueta switched from a strategy that emphasized localization towards one that emphasized global standardization? Illustrate what were the benefits of such a strategy?

2. Illustrate what were the limitations of Goizueta strategy that persuaded his successor, Daft, to shift away from it? Illustrate what was Daft trying to achieve? Daft's strategy also did not produce the desired results. Explain why do you think this was the case?

3. Explain how would you characterize the strategy Coke is now pursuing? Illustrate what is the enterprise trying to do? Explain how is this different from the strategies of both Goizueta and Daft? Illustrate what are the benefits? Illustrate what are the potential costs and risk?

4. Illustrate what does the evolution of Cokes strategy tell you about the convergence of customer tastes and preference in today's global economy?