Rising Tide

Lessons from 165 Years of Brand Building at Procter & Gamble

Davis Dyer, Frederick Dalzell, Rowena Olegario

468 pages, parution le 01/07/2004

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Résumé

The candles that lit the nights of Union soldiers during the Civil War. The synthetic detergent that eradicated hours of toil for women in the 1940s. The disposable diapers that added convenience to the lives of busy parents. All of these breakthrough "firsts" and a host of others came from the same source: consumer goods giant Procter & Gamble. Rising Tide chronicles this company's extraordinary 165-year climb from a small, family-operated soap and candle company to a global powerhouse whose market-leading brands improve the lives of consumers everywhere. Authors Davis Dyer, Frederick Dalzell, and Rowena Olegario were granted unprecedented access to P&G's corporate archives and exclusive interviews with key executives and employees. They describe the introduction and evolution of such household brands as Ivory, Tide, Crest, and Pampers and illustrate how P&G learned to satisfy consumers and compete in markets all over the world. They also recount insightful lessons about product innovation, global expansion, leadership transformation, business reinvention, and brand building. Compelling and candid, Rising Tide is a fascinating journey through business history and material culture from colonial times through the Industrial Revolution and into the Information Age.

L'auteur - Davis Dyer

Davis Dyer is the author of Rising Tide: Lessons from 165 Years of Brand-Building at P&G (HBS Press, 2004).

Sommaire

Foundations, 1837-1945
The science and selling of everyday products, 1945-1980
Going Global 1980-1990
Competing in a shrinking world: Procter & Gamble since 1990

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard University Press
Auteur(s)	Davis Dyer, Frederick Dalzell, Rowena Olegario
Parution	01/07/2004
Nb. de pages	468
Format	16,5 x 24,5
Couverture	Relié
Poids	910g
Intérieur	Noir et Blanc
EAN13	9781591391470
ISBN13	978-1-59139-147-0