In 2011, Colgate-Palmolive (Colgate) was the world leader in oral care, with a dominant market share lead in toothpaste and a growing presence in toothbrushes and mouthwashes. However, the company faced stiff competition from perennial rivals P & G to increase their attention to oral health care and emerging markets, where Colgate has traditionally been untouchable. To protect his lead Colgate attempted to cover all fronts, using the brand, strengthen the close relations with dentists, innovation in underserved markets, using its global network to move quickly to market and continually reinvesting in its name. "Hide
by Rebecca Henderson, Ryan Johnson Source: Harvard Business School 11 pages. Publication Date: June 10, 2011. Prod. #: 311120-PDF-ENG
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