Smuckers has a number of strengths from which to gain competitive advantage. The company has a roster of leading brands that are household names (2009 Annual Report). It has saturation-level distribution around the nation. The company is consistent Continue Reading...
The vast majority of the trademark value at Smuckers ($1.824 billion) is considered by the company to be indefinite-lived, not subject to amortization. This means that the company believes its marks have near-permanent value, evidence of their stren Continue Reading...
The units should be multi-disciplinary, such that all elements are in place to build these two brands. In addition, the new units need to be allocated both human and fiscal resources in order to achieve their tasks. Support from the organization's h Continue Reading...
