Interview with Peter Brabeck: Food for thought

Interview with Peter Brabeck, CEO of Nestlé. Discussed: Nestlé's growth strategy and targets, communication policy, structural changes, aims for the corporate brand, product quality (all Nestlé products must achieve 60% preference rating against all competitors in blind tasting), the need for the company to publicise its principles and codes more effectively and openly, the Buitoni Club and similar approaches, the use of new media and the Internet (the electronic shop in Switzerland), global branding and positioning.

Interview with Peter Brabeck: Food for thought

Peter Brabeck

Judie Lannon: As a CEO who is genuinely committed to marketing and growing organically, how happy are you with the progress since you’ve taken over at Nestlé and what further things need to be done?

Peter Brabeck: There were three reasons behind my commitment to organic growth as the most important issue for our company. Over the last 15 years we have gone through a period of very accelerated acquisition. As a matter of fact, we were a pioneer of acquisitions. Our food industry acquisitions started back in 1985 with Carnation,...

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