Case Study Analysis and Solutions

Case ID: 311116

Abstract:
Case Solution & Analysis for Reckitt Benckiser: Fast and Focused Innovation by Rebecca Henderson, Ryan Johnson
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.

Keywords:
Brand management, Branding, Brands, Collaborative innovation, Commercialization, Community development, Corporate strategy, Creativity, Distribution, Execution, Globalization strategies, Innovation, Market research, Mergers & acquisitions, Multibranding, Product positioning, Revenue growth, Social responsibility, Western leadership styles, Reckitt Benckiser Fast and Focused Innovation Case Solution

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