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Management article
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Reference no. 90408
Published by: Harvard Business Publishing
Published in: "Harvard Business Review", 1990

Abstract

Describes an established company whose profits are being sustained by price increases on a few core products and gradual population growth. How can the company expand product lines in a way that appeals to younger people but does not jeopardize brand identity and customer loyalty? Cathleen Black, publisher of USA Today and executive vice president for marketing of Gannett Co., Inc; David W. Johnson, president and CEO of Campbell Soup Co.; Stephen H. Haeckel, director of advance marketing development at IBM; Carl Spielvogel, chairman and CEO of Backer Spielvogel Bates Worldwide, Inc.; and Sir Adrian Cadbury, former chairman of Cadbury Schweppes PLC consider the CEO''s alternatives.

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Abstract

Describes an established company whose profits are being sustained by price increases on a few core products and gradual population growth. How can the company expand product lines in a way that appeals to younger people but does not jeopardize brand identity and customer loyalty? Cathleen Black, publisher of USA Today and executive vice president for marketing of Gannett Co., Inc; David W. Johnson, president and CEO of Campbell Soup Co.; Stephen H. Haeckel, director of advance marketing development at IBM; Carl Spielvogel, chairman and CEO of Backer Spielvogel Bates Worldwide, Inc.; and Sir Adrian Cadbury, former chairman of Cadbury Schweppes PLC consider the CEO''s alternatives.

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