To address the problem of focussing on the most promising ideas for growth among many alternatives, H.J. Heinz Company, a US-based marketer of branded foods, established a Chief Growth Officer (CGO) position in 2003. The CGO’s major objective was to champion the identification of new global growth initiatives and to prioritise the company's best short-term and long-term product opportunities. Strengths and weaknesses were assessed and opportunities identified by using interdisciplinary brand r...

BPIR Categories

2.2.4 Formulate and review business unit strategy
2.1.9 Assessment of the internal/external environment
2.1.2 Identify economic/industry trends

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