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Brighter Smiles for the Masses--Colgate vs. P&G (Spanish version)
Oberholzer-Gee, Felix; Yao, Dennis; Azevedo Jorge, FilipaCaso HBS-707S33Dirección estratégicaIn 2000, Procter & Gamble Co. introduced Crest Whitestrips, a new, revolutionary product that allowed consumers to whiten their teeth at home. With Whitestrips, P&G created an entire new category in oral care, worth $460 million in 2002. Whitestrips sent P&G's main competitor in oral care, Colgate Palmolive Co., scrambling because several patents protected the strips, making it difficult for Colgate to copy the invention. But in September 2002, t...Desde 8,20 €