The Coca-Cola Company, is banking on genetic business acumen to expand its empire. It has appointed Javier Goizueta to lead a team responsible for developing "new business models".

Javier is the son of the late Roberto, who was Coke ceo from 1980 until 1997 - a golden era for the beverage behemoth. Since then Coke has struggled with declining sales as carbonated drinks fall out of favour with health-focused consumers.

Goizueta junior has been with the company since 2001 developing the non-carbonated beverage businesses. His new role tasks him with identifying and developing new products that fall outside the company's existing businesses.

He will report to 'Scary Mary' Minnick, Coke's global marketing supremo [WAMN: 05-Sept-05].

Coke has taken steps towards recovery under the stewardship of veteran Neville Isdell, who assumed the ceo's mantle last year.

Data sourced from Financial Times Online; additional content by WARC staff