Neville Isdell, chairman of The Coca-Cola Co., Atlanta, speaks often about the qualities necessary for success in 21st Century business, and at first, many of those attributes sound like they have little to do with beverages, or even business itself. But Isdell has based his leadership at Coca-Cola on the idea of sustainability, and in his view, that encompasses everything from product innovation to the environment to consumers’ perceptions of the company as a social entity.