How to rejuvenate a mature company

08/29/2008 | Strategy+Business magazine (free registration)

Mature food and consumer products companies -- Mars, Kellogg, Campbell Soup Co., General Mills -- are beset with institutional dynamics that hamper innovation. The result? Lots of line extensions, such as new flavors, and a reliance on marketing and advertising to save the weaker products. This article suggests an innovation strategy to revive tired brands: shift resources to R&D and make products that are difficult to copy.

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