June 13, 2019

Rule 1: The CEO must own the marketing function. 

Rule 2: Make sure the marketing department starts small and flat and stays small and flat. If CEO’s are to stay actively involved with marketing, it is necessary to shorte...

March 29, 2017

Herbal Essences

  • Herbal Essences was loosing market share in 2005, four years after the acquisition from P&G.

  • The Business Unit Head put together a team of 10 people to be sent to Clay Street, the theater of innov...

March 28, 2017

Shimano (I)

  • Shimano is the leading bike parts manufacturer.

  • In 2003, Shimano was comfortable with its profit growth but it realized that their existing market was near to decline.

  • Shimano’s consumer base was...

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June 2, 2017

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