Articles

Successful Market-Driven Organisations. The Procter & Gamble Case


Abstract


An organisation looking for cost as a key competitive advantage becomes more focused on the bottom line than on the consumer. This might have an impact after a few years on the culture, the firm capabilities of market sensing and the firm
configuration. It will be interesting to follow P&G’s future evolution in the three key areas identified by George Day (an externally oriented culture; the distinctive capabilities in market sensing; the firm configuration, based on brand management system).


Keywords


Market-Driven Organisations; Competitive Advantage; Brand Management System; Corporate Culture; Market-Driven Management; The Procter&Gamble Case

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DOI: http://dx.doi.org/10.4468/2001.2.06schuiling

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