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Successful Market-Driven Organisations. The Procter & Gamble Case

Author

Listed:
  • Isabelle Schuiling

    (IAG, Université Catholique de Louvain)

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).

Suggested Citation

  • Isabelle Schuiling, 2001. "Successful Market-Driven Organisations. The Procter & Gamble Case," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Market-.
    • Handle: RePEc:sym:journl:15:y:2001:i:2
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    File URL: https://symphonya.unicusano.it/article/view/2001.2.06schuiling
    File Function: First version, 2001
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    Cited by:

    1. Silvio M. Brondoni, 2010. "Ouverture de 'Intangible Assets & Global Competition'," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 2 Intangi.

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