Juliana Azevedo Schahin, local marketing director for Procter & Gamble in Sao Paulo, worked in close collaboration with Tarek Fahahat, regional executive based in Caracas, to solve the problems of growth and profitability of P & G Brazil. They did this by creating a cheaper version of the two premium products that reached the balance of payments (at the bottom of the pyramid) consumers - approach looks at how the company's strategy. Case, Azevedo and Farahat through its paces in helping to change yourself, to sell its top management, and implement it. The real test comes when the subsidiary company wants to expand the model to its third and largest category, laundry care, also struggled. But Azevedo not control the business in Brazil, and Farahat worked in a different category in Caracas. Her colleagues to go to her country to learn more about the success of the first two products. Now the question is whether this is a one-time wonder or innovations that should be disseminated to other products and geographies. "Hide
by Rosabeth Moss Kanter, Matthew Bird Source: Harvard Business School 24 pages. Publication Date: January 17, 2008. Prod. #: 308081-PDF-ENG
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