In 2012, Procter and Gamble acquired New Chapter, which had built a strong consumer following, largely because of its unwavering commitment to organic, non-GMO ingredients. New Chapter risked being abandoned by its tribe for selling out. Here's how the company navigated the choppy sale waters.
from Forbes Real Time //www.forbes.com/sites/jaycoengilbert/2017/09/04/how-to-sell-without-selling-out-and-buy-without-burying-the-brand/
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