Articles by 钱德虎

Has the 50-Year-Old 'Positioning Theory' Become Obsolete?

The era of winning through a single tactic is over. Even a giant like P&G has failed to break the curse of brand aging. In March this year, 180-year-old P&G was delisted from Euronext Paris, citing 'cost and management needs.' The outside world tends to attribute this to the aging of the giant. Indeed, from fiscal 2013 to fiscal 2018, P&G's global net sales fluctuated downward, at $73.9 billion, $74.4 billion, $70.7 billion, $65.3 billion, $65.1 billion, and $66.832 billion, respectively, failing to surprise the capital market.