TITLE

Balancing big ideas and the bottom line

AUTHOR(S)
Lewis, Ellen
PUB. DATE
September 2002
SOURCE
Brand Strategy;Sep2002, Issue 163, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on companies' efforts to balance innovation and financial performance. Companies' need to continue to innovate during a recession; Companies' use of innovation to gain market share and achieve market leadership; Procter and Gamble's development of its Crest Whitestrip oral care product.
ACCESSION #
7452344

 

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