Rising Tide

Preface and Acknowledgements; Prologue: The Rising Tide; Part One: Foundations; 1. Getting Started: P&G in the Commodity Era, 1837-1890; 2. From Commodities to Consumer Goods: Ivory and the Birth of the Brand; 3. Assembling the Elements of the Enterprise, 1890-1945; 4. Science in the Washing Machine: The Story of Tide; Part Two: The Science of Selling Everyday Products; 5. An Explosion in Consumer Products, 1945-1980; 6. Reinventing Paper Products and Commercializing Disposable Diapers; 7. A Therapeutic Breakthrough in Oral Care; 8. Learning from Lima and Albany; 9. The Rely Crisis; Part Three: Going Global; 10. Competition and Global Expansion, 1980-1990; 11. Learning to Compete in Japan; 12. The Diaper Wars; 13. "En Rio Revuelto": Finding the Formula in Mexico and Latin America; 14. Pantene: Building a Global Beauty Brand; 15. Pringles and Perseverance: The Improbable Making of a Global Brand; Part Four: Competing in a Shrinking World; 16. Reshaping P&G since 1990; 17. Rewriting the Rules: Reconfiguring the Supply Chain; 18. Winning in the White Space: P&G in Central and Eastern Europe and Russia; 19. Revitalizing Flagship Brands: Crest, Charmin, and Bounty; 20. Prescription for Growth in Health Care; 21. Challenges in China; Epilogue: P&G at 165 and Counting; Appendices; 1. Graphical Timeline prepared by P&G Corporate Archive; 2. Sales, Net Income, and Employment at P&G, 1837-2001; 3. Organization Charts (illustrating major changes, 1920s, 1950s, 1980s, 1990s)

Davis Dyer is a founding partner of The Winthrop Group.

Frederick Dalzell is a Partner, in the Winthrop Group, Inc.

Rowena Olegario is Assistant Professor of History at Vanderbilt University.