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  • January 2017
  • Case

The Six CEOs of Tyco International Ltd.

By: John R. Wells and Gabriel Ellsworth
In September 2016, Johnson Controls, Inc. completed the acquisition of Tyco International PLC, a $9.9 billion business with operating profits of $884 million. The purchase consideration was $14.4 billion. Although the deal was billed as a merger, Ireland-based Tyco... View Details
Keywords: Tyco; Dennis Kozlowski; Edward Breen; Fire Safety; Fire Protection; Security; Packaging; Securities And Exchange Commission; Fraud; Accounting; Accounting Audits; Earnings Management; Financial Statements; Goodwill Accounting; Acquisition; Mergers and Acquisitions; Business Conglomerates; Business Divisions; Business Exit or Shutdown; Business Growth and Maturation; Business Headquarters; Business Model; Business Organization; For-Profit Firms; Restructuring; Crime and Corruption; Engineering; Applied Optics; Chemicals; Construction; Metals and Minerals; Ethics; Finance; Cash Flow; Public Equity; Stock Options; Financing and Loans; Initial Public Offering; Profit; Revenue; Geographic Location; Geographic Scope; Global Range; Globalized Firms and Management; Multinational Firms and Management; Corporate Accountability; Corporate Disclosure; Health Care and Treatment; Business History; Executive Compensation; Selection and Staffing; Courts and Trials; Lawfulness; Lawsuits and Litigation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Market Entry and Exit; Public Ownership; Problems and Challenges; Strategy; Business Strategy; Competition; Competitive Strategy; Competitive Advantage; Consolidation; Corporate Strategy; Diversification; Expansion; Horizontal Integration; Value; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Republic of Ireland; Switzerland; Bermuda; United States; New Hampshire
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  • 2021
  • Working Paper

Accounting for Product Impact in the Consumer-Packaged Foods Industry

By: Amanda Rischbieth, George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the consumer-packaged goods industry. We design a methodology that allows us to calculate monetary impact estimates on customer... View Details
Keywords: Product Innovation; Impact; Impact Investing; Impact Measurement; ESG; ESG (Environmental, Social, Governance) Performance; ESG Ratings; Social Corporate Responsibility; Corporate Social Responsibility; Social Impact; Nutrition Database; Nutritional Information; CPG; Consumer Packaged Goods; IWAI; Product Design; Product Positioning; Society; Environmental Sustainability; Corporate Social Responsibility and Impact; Nutrition; Product; Safety; Consumer Products Industry
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  • February 2023 (Revised March 2025)
  • Case

Graphic Packaging: Project Cowboy (A)

By: Benjamin C. Esty and E. Scott Mayfield
In July 2019, Graphic Packaging CEO Michael Doss was proposing a $600 million investment in a new machine to produce coated recycled board (CRB), a type of paper packaging used for consumer products (cups, cereal boxes, beverage boxes, etc.) that utilized recycled... View Details
Keywords: Capital Budgeting; Growth Management; Demand and Consumers; Duopoly and Oligopoly; Competitive Strategy; Competitive Advantage; Expansion; Value Creation; Supply and Industry; Pulp and Paper Industry; Manufacturing Industry; United States; North America
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  • February 2023
  • Supplement

Graphic Packaging: Project Cowboy (A) Courseware

By: Benjamin C. Esty and Scott Mayfield
In July 2019, Graphic Packaging CEO Michael Doss was proposing a $600 million investment in a new machine to produce coated recycled board (CRB), a type of paper packaging used for consumer products (cups, cereal boxes, beverage boxes, etc.) that utilized recycled... View Details
Keywords: Capital Budgeting; Growth Management; Demand and Consumers; Duopoly and Oligopoly; Competitive Strategy; Competitive Advantage; Expansion; Value Creation; Supply and Industry; Pulp and Paper Industry; Manufacturing Industry; United States; North America
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  • September 2005 (Revised March 2007)
  • Case

Lifefont: The Case for RetailDriver

Examines how Lifefont (pseudonym), a multidivisional consumer packages goods company, develops a system to manage and measure the impact of promotional events in retail outlets. View Details
Keywords: Framework; Change Management; Compensation and Benefits; Cost vs Benefits; Growth Management; Management Analysis, Tools, and Techniques; Customer Relationship Management; Product Marketing; Salesforce Management; Advertising; Management Systems; Information Technology; Retail Industry
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  • January 2000 (Revised November 2001)
  • Case

Mavesa (A): Business Strategy Amid Economic and Political Turmoil

Examines Mavesa's response to external liberalization in 1989. The consumer packaged goods firm, which had been extensively vertically integrated, completely revamps its business strategy in the 1990s. View Details
Keywords: Risk and Uncertainty; Economy; Business Strategy; Government and Politics
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  • January 2014 (Revised January 2015)
  • Case

Reinventing Adobe

By: Sunil Gupta and Lauren Barley
By 2013, Adobe had reinvented itself from a publisher of popular software such as Photoshop and Acrobat to a digital marketing and digital media company. In May 2013, the company decided to stop selling its software as a package in favor of Creative... View Details
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  • 08 Mar 2016
  • Video

Marketing and CPG

    Graphic Packaging: Project Cowboy

    In July 2019, Graphic Packaging CEO Michael Doss was proposing a $600 million investment in a new machine to produce coated recycled board (CRB), a type of paper packaging used for consumer products (cups, cereal boxes, beverage boxes, etc.) that utilized recycled... View Details
    • 02 Mar 2009
    • News

    Gender-Bending Brands an Easy Way to Increase Product Reach

    • November 1998 (Revised October 2003)
    • Case

    Mike Winsor: A Career in Marketing

    By: Robert J. Dolan
    An MBA student has received an offer to join Kraft Foods, a leading consumer packaged goods firm. This unit is a wholly owned subsidiary of a holding company whose other major subsidiary is a leading cigarette manufacturer. The case raises ethical issues of marketing. View Details
    Keywords: Marketing; Ethics
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    • December 2022 (Revised January 2023)
    • Case

    Cann: High Hopes for Cannabis Infused Beverages

    By: Ayelet Israeli and Anne V. Wilson
    Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six... View Details
    Keywords: Stigma; Product Innovation; Product Introduction; Product Differentiation; New Products; New Product Marketing; New Product Management; Brand Management; Branding; Packaging; Positioning; Growth Strategy And Execution; Growth; Cannabis Industry; Purpose; Purpose Brands; LGBTQ; Direct-to-consumer; DTC; Regulations; Channels Of Distribution; Product Development; Product Marketing; Product Positioning; Product; Innovation and Invention; Brands and Branding; Marketing; Marketing Communications; Marketing Channels; Advertising; Advertising Campaigns; Digital Marketing; Market Entry and Exit; Governing Rules, Regulations, and Reforms; Consumer Products Industry; Consumer Products Industry; United States; Canada; North America
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    • 01 Oct 2012
    • Research & Ideas

    Better by the Bundle?

    are especially suitable for bundling. It also helps if the bundled products work well together, he says. For example, luxury cars such as BMW are often coupled with packages of options that work well together, essentially a mixed bundle.... View Details
    Keywords: by Dina Gerdeman
    • 29 Jun 2021
    • Cold Call Podcast

    Procter & Gamble’s Lean Innovation Transformation

    Keywords: Re: Emily Truelove; Consumer Products
    • October 2002 (Revised December 2003)
    • Case

    eShip-4U

    By: Roy D. Shapiro and Timothy M. Laseter
    eShip is a small Israeli start-up with a potentially exciting new concept for the residential package-delivery value chain--the Automatic Delivery Machine (ADM). Much like today's ubiquitous ATMs, ADMs would allow consumers to have parcels delivered to a nearby ADM... View Details
    Keywords: Business Startups; Business Model; Service Operations; Logistics; Corporate Strategy; Information Technology; Competitive Strategy; Value Creation; Saving; Innovation and Invention; Transportation Industry; Service Industry; Shipping Industry; Israel; United States
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    • December 2010
    • Case

    Digital Divide

    By: Sunil Gupta
    In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details
    Keywords: Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology
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    • 05 Jun 2017
    • Working Paper Summaries

    Cellophane, the New Visuality, and the Creation of Self-Service Food Retailing

    Keywords: by Ai Hisano; Food & Beverage
    • 29 Jun 2021
    • News

    Procter & Gamble’s Lean Innovation Transformation

    • 17 May 2022
    • News

    Robert F. Lanzillotti Prize for Assistant Professor Alex MacKay

    • 2001
    • Book

    Giants of Enterprise: Seven Business Innovators and the Empires They Built

    By: R. S. Tedlow
    From the table of contents: Andrew Carnegie: From Rags to Richest; George Eastman and the creation of a mass market; Henry Ford: The Profits and the Price of Primitivism; Thomas J. Watson Sr. and American salesmanship; Charles Revson and Revlon: Consumer Packaged Goods... View Details
    Keywords: Business History
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