Successful Market-Driven Organisations. The Procter & Gamble Case | Zendy

Isabelle Schuiling | Zendy

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Successful Market-Driven Organisations. The Procter & Gamble Case

Author(s) -

Isabelle Schuiling

Publication year - 2001

Publication title -

symphonya emerging issues in management

Language(s) - English

Resource type - Journals

eISSN - 1593-0319

pISSN - 1593-0300

DOI - 10.4468/2001.2.06schuiling

Subject(s) - key (lock) , business , competitive advantage , industrial organization , george (robot) , marketing , commerce , computer science , computer security , artificial intelligence

An organisation looking for cost as a key competitive advantage becomes more focused on the bottom line than on the consumer. This might have an impact after a few years on the culture, the firm capabilities of market sensing and the firm configuration. It will be interesting to follow P&G’s future evolution in the three key areas identified by George Day (an externally oriented culture; the distinctive capabilities in market sensing; the firm configuration, based on brand management system)

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