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Cutting Edge: Gillette’s Journey to Global Leadership

Автор:
Gordon McKibben
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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