Rising Tide

by Dyer, Davis

• ISBN13: 9781591391470
• ISBN10: 1591391474
• Format: Hardcover
• Copyright: 2004-06-01
• Publisher: Harvard Business School Pr

Summary

Procter & Gamble is one of the world's largest and most influential companies -- the maker of numerous billion-dollar brands that have helped shape the way millions of people live today. Brands like Tide, Crest, Ivory, and Pampers have become household names in modern consumer culture -- and legends in the annals of brand-building history. Yet the full story behind P&G's remarkable growth and success has never been told.

Author Biography

Davis Dyer is a founding director of The Winthrop Group, Inc., and a senior consultant at The Monitor Group. Frederick Dalzell is a history partner at The Winthrop Group. Rowena Olegario is Assistant Professor of History at Vanderbilt University.

Table of Contents

Preface and Acknowledgments	vii
Prologue Eras and Themes in the Evolution of Procter & Gamble	1	(10)
PART I Foundations, 1837--1945
Getting Started, 1837--1890	11	(12)
Procter & Gamble in the Commodity Era
From Commodities to Consumer Goods	23	(20)
Ivory and the Birth of the Brand
Assembling the Elements of the Enterprise, 1890--1945	43	(24)
Science in the Washing Machine	67	(20)
The Story of Tide
PART II The Science and Selling of Everyday Products, 1945--1980
An Explosion in Consumer Products	87	(32)
Procter & Gamble Reinvents the Paper Products Business	119	(22)
Crest: A Therapeutic Breakthrough in Oral Care	141	(18)
Learning from Augusta, Lima, and Albany	159	(20)
PART III Going Global, 1980--1990
Competition and Global Expansion	179	(32)
Learning to Compete in Japan	211	(18)
The Diaper Wars	229	(12)
En Rio Revuelto	241	(20)
Finding the Formula in Mexico and Latin America
Pantene	261	(20)
Building a Global Beauty Brand
PART IV Competing in a Shrinking World: Procter & Gamble Since 1990
Reshaping Procter & Gamble	281	(30)
Rewriting the Rules	311	(16)
Reconfiguring the Supply Chain
Winning in the White Space	327	(18)
Procter & Gamble in Central and Eastern Europe and Russia
Ivory, Crest, and Olay	345	(20)
Redefining the Boundaries of the Brand
Prescription for Growth in Health Care	365	(20)
Challenges in China	385	(20)
EPILOGUE Principles of Brand Building	405	(24)
APPENDIXES
1. Graphical Timeline Prepared by P&G Corporate Archives	414	(4)
2. Financial Results Summary, 1929--2003	418	(3)
3. Selected Brand Introduction Dates	421	(6)
4. Procters, Gambles, and the Leaders of Procter & Gamble, 1837--Present	427	(2)
Notes	429	(26)
Index	455	(12)
About the Authors	467