The long run


Published: Saturday, January 25, 2003 at 6:01 a.m.
Last Modified: Friday, January 24, 2003 at 11:47 p.m.
The Coca-Cola Co. raised eyebrows recently when it announced that it will no longer release quarterly and annual earning forecasts.
"We believe that establishing short-term guidance prevents a more meaningful focus on the strategic initiatives that a company is taking to build its business and succeed over the long-run," said Douglas Daft, Coke's chairman and chief executive.
The policy change may have come about because Warren Buffet, a billionaire investor who's a major shareholder and board member of Coke, believes in investing for the long term.

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