CAMPBELL: IS THE SOUP STILL SIMMERING?

The soup business has been stagnant or slow growing for many years. Consumer preference has moved away from soup to frozen pizzas and microwave meals. Campbell has struggled in the face of this decline by first diversifying its products and then consolidating tangible assets in order to focus on sou...

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Bibliographic Details
Published in:Journal of the International Academy for Case Studies 2012-08, Vol.18 (6), p.51
Main Authors: Eisner, Alan B, Baugher, Dan, Korn, Helaine J
Format: Article
Language:English
Subjects:
Appointments & personnel changes
Case studies
Chief executive officers
Morrison, Denise M
Soups
Strategic planning
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Summary:The soup business has been stagnant or slow growing for many years. Consumer preference has moved away from soup to frozen pizzas and microwave meals. Campbell has struggled in the face of this decline by first diversifying its products and then consolidating tangible assets in order to focus on soups. In July 2011 Douglas Conant is stepping down as the CEO of Campbell Soup Co. and Denise Morrison will step into his shoes. Morrison currently runs the company's struggling North American soup. She plans to change the focus of the company from salt reduction to taste adventure in the coming years. Will Morrison's change in strategic direction work for the Campbell? [PUBLICATION ABSTRACT]
ISSN:1078-4950
1532-5822