Reckitt Benckiser: Fast and Focused Innovation
Posted: 1 Mar 2012
Date Written: August 2, 2011
Since its 1999 merger Reckitt Benckiser (RB), a global consumer goods company, led by its CEO Bart Becht, RB developed a reputation for rapid product innovation and industry leading profit margins. RB's stated strategy was to focus on its Powerbrands and high growth categories and to nurture the Powerbrands with innovation and roll them out globally. The Powerbrands had steady double digit growth year over year, attracted a devoted customer base and typically grabbed high margins. This case examines the Powerbrands strategy, RB's devotion to fast and focused innovation and its execution of that strategy.
Learning Objective: Examine a large consumer products goods company to understand levers for innovation, high performance culture, and high impact, grassroots product development.
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