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The Peanut Butter and Jelly Approach to Growth

Harvard Business Review

SEPTEMBER 19, 2011

In 2001, Smucker's acquired Jif and Crisco from P&G, which no longer saw them as a strategic fit. Now, for adults facing the stress and uncertainty of the Great Recession, these emotional associations offer a reminder of simpler, easier, and safer times, and a way to show comfort and care to family members.

Brand 13
Brand Strategic Fit Retail McKinsey 13
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The Right Kind of Conflict Leads to Better Products

Harvard Business Review

DECEMBER 23, 2016

” Members from each partner organization rate the alliance in areas related to strategic fit, operational fit, and cultural fit. Eli Lilly and Company measures the health of its alliances with a “Voice of the Alliance Survey.”

Productivity 8
Productivity Products Survey Strategic Fit 8
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