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When Core Values Are Strategic: How the Basic Values of Procter & Gamble Transformed Leadership at Fortune 500 Companies by Andy Butcher, Rick Tocquigny

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19. John Costello

The main principles that have guided John Costello through a varied business career were shaped during a season at Procter & Gamble (P&G) in which, appropriately, the company had to comb out some of its own long-held essentials. The reflection and refocusing were prompted by a major effort to breathe fresh life into what had for long been one of P&G’s flagship brands, Head & Shoulders shampoo. By the time Costello was appointed Brand Manager in the mid-70s, and charged with helping lead the turnaround, the shine had gone off. Head & Shoulders’ anti-dandruff properties had earned it top market share following its introduction in 1961, but the world and hair care changed in the next decade-and-a-half. People were showering more ...

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