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When Core Values Are Strategic: How the Basic Values of Procter & Gamble Transformed Leadership at Fortune 500 Companies
book

When Core Values Are Strategic: How the Basic Values of Procter & Gamble Transformed Leadership at Fortune 500 Companies

by Rick Tocquigny, Andy Butcher
January 2012
Intermediate to advanced content levelIntermediate to advanced
272 pages
5h 42m
English
Pearson
Content preview from When Core Values Are Strategic: How the Basic Values of Procter & Gamble Transformed Leadership at Fortune 500 Companies

32. Charlotte Otto

Over the years, many have asked why a marketing powerhouse like P&G hasn’t done more to build what is arguably its biggest, oldest brand: Procter & Gamble. This question has been debated for decades. The answer has changed over time, reflecting P&G’s remarkable ability to evolve while holding its core values constant...and the answer is still evolving.

Ed Artzt called the question after becoming Chief Executive in 1990 when he proclaimed, “P&G will stand visibly behind its brands.” The responsibility for bringing this challenge to life fell to Bob Wehling, P&G Senior Vice President of Public Affairs, and Charlotte Otto, who then led Public Relations. “Ed saw the importance of building the familiarity and reputation of the company ...

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Publisher Resources

ISBN: 9780132905343Purchase book