Where Heinz went wrong with McDonald's

Heinz will be phased out as a ketchup supplier for McDonald's, but the impact is expected to be limited because Heinz has diversified and hasn't been a major supplier to McDonald's since 1973. The real lesson, writes SmartBrief on Leadership editor James daSilva, is that Heinz has consistently underestimated its importance to McDonald's. "McDonald's is the king, and Heinz can share in the wealth, but only if it realizes it serves at the pleasure of the king," he writes.

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