The Case for the Brand Ideal

Behind many a successful product, there’s a sharply focused intention to improve lives.

Roll-out that seized the market

This article explores the launch of the Procter & Gamble consumer brand Charmin. It was excerpted from a case study prepared by Professor Bodo Schlegelmilch and Assistant Professor Tina Claudia Chini of Vienna University of Economics and Business Administration

How Tide Cleaned up the Competition

Tide detergent was disruptive technology at its best, positioning Procter & Gamble for decades of growth. An excerpt from Rising Tide, a new history of Procter & Gamble from Harvard Business School Press.

Procter and Gamble Europe: Ariel Ultra’s Eurobrand Strategy

It’s a critical time for Procter and Gamble – no fun or games. The company is planning product development through a major pan-European project. It must consider intricacies such as cross-border processes and interaction between strategic and organisational developments. Read why Professor Paul Verdin, Professor Christopher A. Bartlett and co-author Alice De Koning propose a bit of “play time” at this juncture – role-playing time, … [ Read more ]