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.
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Drawing on extensive interviews with Gillette insiders and executives on three continents, with particular emphasis on the company's recent past, Cutting Edge chronicles the successes, failures, and watershed moments in the evolution of a global powerhouse. From the creation of the first disposable double-edge blade, through the bitter fight for survival against Wall Street's hostile raiders of the 80s, to its success in the new and emerging markets of Eastern Europe and Asia, to the ongoing development of innovative products, Gillette emerges as a company that has leveraged revolutionary product design with shrewd marketing skill into a premier worldwide enterprise.
Moving quickly into new geographic markets--often in the face of significant business or political risks--defined Gillette's mission in its early days, and remains a hallmark of the company's strategy to this day. With nearly three-fourths of its employees working abroad, Gillette has developed a uniquely global "one-world" marketing strategy that distinguishes it from all other international business organizations. McKibben's rich and colorful portrait will serve as an enduring lesson for all organizations that aspire to be truly on the cutting edge.
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