Growing Green  

Oleh:

Unruh, Gregory ; Ettenson, Richard

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 88 no. 6 (Jun. 2010), page 94-100.
Topik: developing sustainable products; latent green attributes

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.41 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Soon after its launch, in 1987, Clorox’s Brita water filter seized a leadership position among pitcher filtration systems, and by 2002 it controlled 70% of the market. But over the next five years, as the market contracted, Brita’s share declined. Management’s patience with the brand soon wore thin, and in May 2007 Clorox CEO Don Knauss told shareholders that Brita had two years to improve or it would be sold off. “When I got on board,” Knauss remembers, “the question was, How quickly can we sell this thing?” Then came a remarkable turn: Brita recovered its momentum within months, achieving double-digit growth and leading the brand back with a vengeance.

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