Introduction

Reconciling contradicting facts by instituting a "hierarchy of truth" to bust myths, J&J leveraged data and intuition by applying control systems engineering techniques and deep qualitative insights in its Vision Care franchise. Given market structure complexity, learnings apply across CPG/regulated categories.

Balancing the local and the global

Organizations with global operations and a presence in several regions can build a competitive advantage by leveraging their global scale to support cross-country initiatives. However, one of the main challenges is to recognize important local differences in both market structures and priorities. It is essential to avoid oversimplifying reality and reaching conclusions that will either lead to weak plans or will not be bought into by local management. At the same time, it is critical to have a standard framework and approach, to enable transferability of learnings and to have an ability to benchmark across markets to uncover growth opportunities.