Reckitt Benckiser Brazil

Date of publication: May 12, 2002

Catalogue: Latin America 2002


This paper describes the internal process undertaken by Reckitt Benckiser Brazil in order to achieve their goal, as a socially responsible organization, to attracts, maintain and motivate superior talent, adapt rapidly to changing environment, fully satisfy customers while contributing to the community and society in general. The results of the employee segmentation study are described. The paper provides a case study in how to use marketing research to foster and link corporate competitive advantage and social actions.

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