This volume, by a history professor (Olegario) and two partners at a consulting firm, chronicles Procter & Gamble's development, particularly how the company has long emphasized development and marketing of products that can dominate categories. Sanctioned by P&G, which provided the authors access to archives, this detailed tome is an exhaustive record from P&G's founding in 1837 and first growth spurt as a candle and soap supplier to soldiers during the Civil War through today's innovations in an increasingly competitive marketplace. Before delving into the history, the authors briefly discuss five principles that define the company, including an emphasis on consumer brands and a willingness to experiment. The minutiae included in this book is occasionally tedious, but the profiles of product launches are both appealing and informative. The discussion of fluoride encompasses a look at tooth decay: "Today, it is difficult to imagine just how bad the problem of tooth decay was in the first half of the twentieth century. Most people were afflicted, and the most common treatment was the painful extraction of the affected teeth." Furthermore, the sections on toxic shock (product difficulties) and global expansion (business challenges) are particularly insightful. This is a solid company history that will appeal to a wide audience including MBA students, employees at P&G's rivals and others in advertising, marketing and consumer products businesses.
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"Rising Tide" is a readable account of P&G's...success at inventing and sustaining a vast range of brands in markets. -- The Economist, July 24, 2004
"Rising Tide" is full of interesting stories. -- Wall Street Journal, July 23, 2004
Very well researched and delivered in a compelling and easily digestible way. This is worth reading for anyone who is interested in understanding the very beginnings of branding... Read morePublished 11 months ago by Peter Patrick Smith
Good book of how P & G progressed, but could not find what I wanted...nobody's fault.Published 14 months ago by carol
Has to be an error at typesetting, because the page numbering is continuous with no breaks but the page largely discussing Pringles is missing.Published on November 4, 2012 by Seamus O'Boogie