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Successful Market-Driven Organisations. The Procter & Gamble Case


  • Isabelle Schuiling

    () (IAG, Université Catholique de Louvain)


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).

Suggested Citation

  • Isabelle Schuiling, 2001. "Successful Market-Driven Organisations. The Procter & Gamble Case," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
  • Handle: RePEc:sym:journl:15:y:2001:i:2

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    References listed on IDEAS

    1. Rosenbloom, Bert, 2002. "The ten deadly myths of e-commerce," Business Horizons, Elsevier, vol. 45(2), pages 61-66.
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