Twelve Big Ideas - The Culligan Story
Alex T. Franz
The Culligan Story can perhaps be most clearly told and most readily evaluated if it is considered in these three segments:
The marketing opportunity and its problems
Culligan's approach to solving its marketing problems
The results
So let's begin with the marketing opportunity and its problems.
The business of the Culligan company is the manufacture of household water softening appliances and portable tank exchange service. Its distribution is accomplished through franchised dealers. The company was started in 1936, in Northbrook, Illinois, by Emmett J. Culligan, who had $50 and eight...