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Clorox Inc : was the company's jump into 'green' personal care a smart move or a strategic misstep?

Author: Elise Rindfleisch; Allison Mitkowski
Publisher: [London] : SAGE, 2016.
Series: SAGE knowledge. Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
In October 2007, Clorox announced that it would buy Burt's Bees for $925 million - more than five times Burt's Bees' annual sales. Clorox's move caught many in the industry by surprise. The company was known for bleach, auto polish and other synthetic chemical cleaners. On the other hand, the much smaller Burt's Bees was best known for its trademark natural lip balm. Could such a brand find a home within the company?
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Genre/Form: Electronic books
Case studies
Additional Physical Format: Print version:
Rindfleisch, Elise.
Clorox Inc.
[London] : SAGE, 2016
(OCoLC)1017731697
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Elise Rindfleisch; Allison Mitkowski
ISBN: 9781473972766 1473972760
OCLC Number: 1102316475
Notes: Originally Published in: Rindfleisch, E., & Mitkowski, A. (2009). Clorox Inc.: Was the Company's Jump into "Green" Personal Care a Smart Move or a Strategic Misstep? 09-028. New Haven, CT: Yale School of Management, Yale University.
Description: 1 online resource (1 online resource) : illustrations (black and white, and colour).
Series Title: SAGE knowledge. Cases.
Responsibility: Elise Rindfleisch & Allison Mitkowski.

Abstract:

In October 2007, Clorox announced that it would buy Burt's Bees for $925 million - more than five times Burt's Bees' annual sales. Clorox's move caught many in the industry by surprise. The company was known for bleach, auto polish and other synthetic chemical cleaners. On the other hand, the much smaller Burt's Bees was best known for its trademark natural lip balm. Could such a brand find a home within the company?

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