When tough economic times come around, that's the time to innovate in consumer goods. That's the advice of a white paper by Kellogg School of Management Prof Andrew Razeghi. Andy gives examples a'plenty. Right at the start of the Great Depression, Henry Luce launched Fortune Magazine, an expensive magazine geared toward Wall Street. Also during those tough times, Kraft launched Miracle Whip. Two chemists launched Revlon based on new colors of nail polish. And during the 1990 recession, Gillette launched
You need a subscription to access this article.Login now or subscribe to get daily industry insights!
Log In
Forgot Password
Don’t have an account yet?
SUBSCRIBE