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Brief

Shrinking to grow

Sometimes you have to shrink to grow. Just as losing fat while building muscle is the key to attaining peak physical fitness, companies need to shed underperforming brands while focusing on more promising ones.

  • February 01, 2005
  • min read

Brief

Shrinking to grow

Sometimes you have to shrink to grow. Just as losing fat while building muscle is the key to attaining peak physical fitness, companies need to shed underperforming brands while focusing on more promising ones. Leading consumer products companies—those that consistently manage their product categories for greater share and premium returns—understand that principle well. These companies also understand a related rule: one person's trash can be another's treasure.

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