Borden at the Century Mark: Case Study of a Centennial Observance

Joe B. Frantz

Business History Review, 1959, vol. 33, issue 4, 469-494

Abstract: How should a company observe the venerable occasion of a Centennial birthday? Many businessmen question the dollars-and-cents wisdom of elaborate ceremonies; others have made corporate birthdays a fetish. The Borden Company formulated the unconventional answer that its Centennial should serve as a springboard for increased sales and profits.

Date: 1959
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