E-Book Overview
The Gillette Company has literally defined, as well as led, the world shaving market since the founding days of the enterprise in 1901. But more than that, Gillette--as revealed in McKibben's colorful history--has become a world leading manufacturer and marketer of consumer goods in men's and women's grooming products, writing instruments, and alkaline batteries. The modern-day Gillette serves as a shining example for today's managers of how to maintain a commitment to innovation, how to advertise creatively against competitors, and above all, how to translate a consistent vision of global growth into superior results in a competitive world marketplace. Based on extensive interviews with Gillette insiders, Cutting Edge chronicles the successes, failures, and watershed moments in the evolution of a global powerhouse. McKibben's rich portrait serves as an enduring lesson for all competitors who aspire to be truly on the cutting edge. "At a time when many American companies are touting their commitment to marketing and manufacturing in a global environment, Cutting Edge is a useful reminder that some have been doing it for decades." --Washington Post Book World, March 15, 1998
E-Book Content
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Run
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GILLETTE'S
JOURNEY TO GLOBAL LEADERSHIP
$35.00
rin
o This
THE STORY OF
IS
successful
one of the most
— and most admired — U.S. -based
global competitors in the history of
modern
organizations, as told by respected journalist
Gordon McKibben.
The
Company
Gillette
has literally defined
the world shaving market since in
its
founding
1901 by legendary salesman and inventor
King
Camp
Gillette.
Gillette serves as a
But more than
model
for today's
that,
managers
of how to maintain a commitment to innovation,
how
to advertise creatively against
competitors, and above
how
all,
a consistent vision of global
to translate
growth into
superior results in the world marketplace.
Drawing on
extensive interviews with
Gillette insiders
and executives on three
continents, with particular emphasis
company's recent
past, Cutting
the successes, failures, in the evolution
on the
Edge chronicles
and watershed moments
of a global powerhouse. From
the creation of the
first
disposable double-edge
blade, through the bitter fight for survival
against Wall Street's hostile raiders of the 80s, to
its
success in the
new and emerging markets
of Eastern Europe and Asia, to the ongoing
development of innovative products, emerges
as a
company
Gillette
that has leveraged revo-
lutionary product design with shrewd market-
ing
skill
into a premier worldwide enterprise.
Moving quickly kets
—
or political risks in
its
into
new geographic mar-
often in the face of significant business
early days,
— defined
Gillette's
and remains
mission
a hallmark of
Continued on back flap
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Cutting Edge
Cutting Edge