How Kimberly-Clark uses global insights to shape North American innovation
Geoffrey PrecourtWarc
Kimberly-Clark is an American consumer packaged-goods company that's accustomed to category dominance. Its Kleenex brand is so powerful in many parts of the world that the name is synonymous with its hand-tissue product. And other brands in its stable – Kotex, a feminine-hygiene product, Depend, an adult incontinence offering, Scott paper towels and Huggies diapers – all enjoy nearly the same kind of instant-name-recognition status.
So how does a company like this grow from a dominant position without risking its brand equity? For Kimberly-Clark, it's through a...