Case Study Gillette: Why Innovation May Not Be Enough


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Case 16: Gillette and Write a paper that answers the following questions.
Evaluate product innovation at Gillette throughout its history. Has Gillette been a victim of its own success? Has product innovation in the wet-shaving market come to an end? Explain. What do you make of the razor wars, first between Gillette and Schick, and now with online competitors? Does Gillette face a serious threat from competitive inroads? Explain. What actions would you recommend over the next five years that could help Gillette maintain its worldwide dominance in the shaving market? What specific marketing program decisions would your recommend? Should Gillette be worried about its pricing strategy? If so, what strategies would you recommend Within your paper/analysis be sure to address the following:
Each question should be at least 1 page in length. Include a title page. Your analysis/paper should be written in your own words. When completing your assignments all spelling, punctuation, grammar, formatting, and citations should be written in APA style. Please see your instructor for any further instructions.

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