Doing Business Boldly

Financial writer Kehrer here delves into risks taken by America's leading business executives. He analyzes the enormous gamble taken by Coca-Cola's Roberto Goizueta when, in response to Pepsi's inroads, he changed Coke's century-old formula. He details Robert Swanson's daring launch of Genentech when others thought gene-splicing techniques were too experimental. Another example of high-stakes risk-taking was Allen Neu harth's decision to create the national newspaper USA Today . Of particular interest is Kehrer's discussion of Harry Quadracci's ``management by walking away,'' which catapulted his printing company, Quad/Graphics Inc., from a $10,000 startup to $500 million in sales today. Kehrer provides insights on risk-taking garnered from psychologists and management consultants, as well as those from risk-takers themselves. Written in clear, direct prose, this book will appeal to business executives who are committed to excellence. Macmillan Executive Program dual main selection. (Feb.)