Proctor & Gamble New Product in Europe

For more than a decade, Proctor & Gamble followed what amounted to a mass customization strategy in its pursuit of market positions in Western European nations. Mass customization is a strategy of mass producing tailored products for specific markets, as opposed to mass producing uniform products for all markets. In Western Europe, where cultural differences are substantial, entrenched, and defended, the mass customization policy was a highly successful one for Proctor & Gamble.

This case [Harvard Business School Case 9-384-138

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Approximate Word count = 392
Approximate Pages = 2 (250 words per page)

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