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MAKING THE PRODUCT FIT THE CAN

MAKING THE PRODUCT FIT THE CAN Noone can accuse Metal Box of waiting on events. Instead of letting the packaging market expand on its own, it simply initiates a new product for a food firm to put in its tins. Ken Gooding talks to Alex Page, the chairman and managing director, about this goahead marketing technique. Without the company's experimental kitchen, for example, the world would probably never have seen tinned creamed rice. Having warded off the American threat on the UK market 40 years ago, Page believes that his company's emphasis on looking after its customers in this way will win out again today. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Industrial Management Emerald Publishing

MAKING THE PRODUCT FIT THE CAN

Industrial Management , Volume 72 (1): 6 – Jan 1, 1972

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-6929
DOI
10.1108/eb056154
Publisher site
See Article on Publisher Site

Abstract

Noone can accuse Metal Box of waiting on events. Instead of letting the packaging market expand on its own, it simply initiates a new product for a food firm to put in its tins. Ken Gooding talks to Alex Page, the chairman and managing director, about this goahead marketing technique. Without the company's experimental kitchen, for example, the world would probably never have seen tinned creamed rice. Having warded off the American threat on the UK market 40 years ago, Page believes that his company's emphasis on looking after its customers in this way will win out again today.

Journal

Industrial ManagementEmerald Publishing

Published: Jan 1, 1972

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