Alfred M. Zeien
When he became CEO of Gillette, Zeien immediately began coordinating a change in the firm’s overall business strategy as well as in the mission statement. He aimed to have every one of Gillette’s products, which range from razors to Waterman pens to Duracell batteries, be the leader in its global market. As a part of that strategy, an extensive amount of pure product research was conducted each year. This research enabled Gillette products to compete primarily with themselves, allowing the company to achieve its goal of being number one in all product areas.