P&G is Selling Oxydol!

Melissa Baucus, Sherrie Human, Tom Clark and David Rosenthal

Entrepreneurship Theory and Practice, 2011, vol. 35, issue 2, 395-412

Abstract: Todd Wichmann and Rich Owen must decide whether to leave their dream jobs working for Procter & Gamble (P&G) and start their own business. They need to engage in the business planning process to decide whether to purchase Oxydol, one of the oldest detergent brands at P&G. This includes assessing whether Oxydol represents a good opportunity and if they can turn around the brand's declining sales. The most difficult challenge for Todd and Rich, though, involves finding venture capital funding for purchasing a detergent brand at a time when venture capitalists invest mainly in high technology and Internet ventures.

Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:sae:entthe:v:35:y:2011:i:2:p:395-412

DOI: 10.1111/j.1540-6520.2009.00355.x

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