Publications
Publications
  • September 1991 (Revised August 1996)
  • Case
  • HBS Case Collection

Procter & Gamble Co., The: Lenor Refill Package

By: John A. Quelch
  • Format:Print
  • | Pages:18
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Abstract

The assistant brand manager for Lenor, Procter & Gamble Germany's fabric softener brand, was preparing a presentation on the national launch of an environmentally friendly refill package.

Keywords

Multinational Firms and Management; Environmental Sustainability; Product Launch; Brands and Branding; Consumer Products Industry; Germany; United States

Citation

Quelch, John A., Minette E. Drumwright, and Julie Yao. "Procter & Gamble Co., The: Lenor Refill Package." Harvard Business School Case 592-016, September 1991. (Revised August 1996.)

About The Author

John A. Quelch

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