The Peanut Butter and Jelly Approach to Growth
Harvard Business Review
SEPTEMBER 19, 2011
How did such an old-school consumer brand company make it near the top of a list of hot growth firms? Smucker's has grown over the past decade largely by taking on cast-off food brands from Procter & Gamble, its Ohio consumer products neighbor, and finding ways to grow them again. Capitalizing on the emotional equity of its brands.
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