Coke stock has slid sideways in the hands of Goizueta's hapless successors--first, Douglas Ivester, who lasted all of 26 months, now Douglas Daft.

FORBES: Gone Flat

In February, Mr Ivester's successor, Douglas Daft, suddenly announced his retirement.

ECONOMIST: Coca-Cola has turned to its past to find a new boss

Among the 1, 300 business leaders at the forum will be Microsoft founder Bill Gates, Douglas Daft of Coca Cola, Nobuyuki Idei of Sony and Carly Fiorina of Hewlett-Packard.

BBC: Economic gloom at Davos forum

Coca-Cola Co. has "arguably the strongest and most pervasive marketing and distribution system in the world, " Chairman Douglas Daft told investors at the annual shareholder meeting in April.

FORBES: The Red Empire

"Our management's determination to change to the preferred method of accounting for employee stock options ensures that our earnings will more clearly reflect economic reality when all compensation costs are recorded in the financial statements, " said Coca-Cola Chairman and Chief Executive Douglas Daft in a statement.

FORBES: Coke Opts For More Honest Accounts