Cutting Edge: Gillette’s Journey To Global Leadership

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

u Run nn 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 Th sua glot org; Goi the inl Kin Gill of I vati con a cc sup Gil! con con the in t the Mac aga to i ofl dev em. luti ing ket or] in i Cutting Edge Cutting Edge
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