IntroductionA Women-Centered (Marketing) Revolution

The Home Depot of today is a lot different than it was ten years ago. The stores feel less cluttered and more airy. Everything, from light fixtures to carpet samples, is more stylish and varied. Home décor departments have been expanded. The company’s ad campaigns and catalogues, which used to simply showcase products, now feature more people. In its first six months, a new store feature, “Do-It-Herself” workshops, drew 40,000 women.

Stonyfield Farm grew from being a seven-cow organic farming school in the early 80s into a company with $250 million in annual sales. Every cup of Stonyfield yogurt bears a personal message from the CEO and founder Gary Hirshberg. Turn the lid over and you’ll ...

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