McGovern’s Corporate Strategy as Campbell’s CEO
During the McGovern years, Campbell’s Strategy focus was on the consumer. The consumer’s “hot buttons” were identified as nutrition (including low sodium), convenience, price, quality, and uniqueness and managers were urged to press those buttons. Business unit managers were expected to be responsive to consumer perceptions, needs, and demands regarding nutrition, safety, flavor, and convenience. Key business unit strategies included (1) improving operating efficiency, (2) developing new products to capitalize on consumer trends, (3) updating advertising for new and established products, and (4) continuing Campbell’s long-standing emphasis on high production standards and premium- quality products.