Procter & Gamble.   : 165-   
 

 

 


      Procter & Gamble        ,    Ivory  Camay,   Tide  Ariel,  Head & Shoulders  Pantene,  Pampers  ..    蠖        .  ,      ,             -,   Procter & Gamble.            ,      ,   .

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Procter & Gamble.   : 165-   



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 The Procter & Gamble Company, 2003

All rights reserved.

    , , .    , 2005

   Harward Bussines School Press.



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      Procter & Gamble     165    ,  ,   .

  ,    . -,        P&G, ,      ,     .               ,           .  ,  P&G     ,       ,         .

-,           堖   . ,        ,    P&G    ,      .    ,         ,       ,   ,      ,   ,         .      ,     P&G,           ,  ,    .

   P&G    ,        ,      .  1     ,        1837       Ivory    Tide    .  2    1945  1980 ,    P&G (     )     ,         ,    .  3   1980- ,        ,    ,      ,       Always/Whisper,  Pringles   Pantene.   4  ,    1990 ,         ,           ,       ,   ,     .

   蠖     P&G    .   ,   :  ,     .             .

    ,   ,       P&G,      ,  P&G    .

     P&G  1990- ,          ,          .      ,       ,         P&G,   ,        .

 2000  P&G  The Winthrop Group, Inc.       .       .        P&G . . ,             .       ,      P&G,   ,             .

   ,               P&G,    ,  ,  ,  ,     .       :   , ,  ,         , ,     ,      .          .

,      ,       P&G   .   P&G             .             ,     ,  ,  ,  ,  ,     ,     , ,        .             ,  ,   .       !

     P&G    ,               .    ,     ,      ,    .      .                P&G.

          ,   P&G   .      ,       P&G,   ,      .    ,   ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,  ,     ,   ,   .   ,    ,   ,       ,      :      - ,     ! ,  -        ( ,     ),        .

   ,     ,    ,       ,    ,               .  Winthrop Group        P&G         .. ,     .           . -,  ,     .

   ,  P&G   ,    ,  ,       . Procter & Gamble      Harward Business School Press,        ;         ࠖ     ,   ,   , ,        .

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, 2003






     Procter & Gamble



 Procter & Gamble (P&G),   1837         ,               .  2002        40  ,     80   102  .  5    140     ,  P&G,             Tide, Ariel, Pampers, Crest, Always/Whisper, Pringles, Olay  Pantene.         .  , Procter & Gamble            .                 [1 - . ,   ,    ,   Fortune   1985 .].

 Procter & Gamble           ,      .      P&G       ,       P&G     ,     ,    ,     . ,  Procter & Gamble,     .  ,              ,     ,    ,   ,    ,       ,       .








       P&G            .    :                 ,    Procter & Gamble.          .   ,       ,   .   ,          ,     ,     ( )             .     P&G    (  ),     .  ,             ,    ,   . ,        ,       ,         ,   .




 


 Procter & Gamble      ,        ,           .     ,       ,     .             .

1. ( 1  ,   108   ,  1837  1945 ).            . , ,       (18611865) Procter & Gamble       .        .            Ivory,    .        ,    ,         Procter & Gamble   Ivory ,      .        ,   Crisco, Camay  Oxydol,          , ,     .        ࠖ    Tide.

2. :        ( 2  ,          1980 ).     P&G           ,       ,       ,          .      .       P&G :     Tide  Ariel    ,     (Jif, Duncan Hines, Folgers),    (Charmin, Bounty, Puffs),   (Pampers  Luvs),   (Crest),    ,  ,      (Rely).   P&G     .         ([1 - Р -  - .       Research and Development (R&D)   .])           ,     .                  . Procter & Gamble     ,        .       ,                   ,     .

3.     ( 3  4 ,    1980     ).     P&G           ,  Unilever, Kimberly-Clark, Colgate-Palmolive, Henkel  Kao.           : ,    ,      ,        . ,           ,        ,               .    P&G     Tide, Ariel, Pampers, Always/Whisper  Pantene     .  ,      Crest, Bounty  Charmin.   ,        ,   Wal-Mart, Carrefour, Tesco  METRO.  ,    P&G   ,        XXI .




  


        ,           .    P&G,  ,   ,          .

1.     . Procter & Gamble            .            ,  -   ,        (  ), Procter & Gamble       .    ,   ,           .  1960- ,                     , P&G      .      ,          ,     .

   Procter & Gamble  ,  ,            ,         XIX . P&G           ,     ,        ,    ,    .            . ,        ( )     ,     .        ,     .

  ,      , ,   ,    ,    .     ,   ,             .                 ,      . P&G    ,       ,    ,            .

    .     , P&G    ,   ,   ,      :    ,   ,        .

2.      .     Procter & Gamble       .  , ,      .       P&G :        ,    .            ,      ,     .       ,            .    ,      ,     :     (), ,     , , ,   (HR)    .                 .

3.  .   Ivory   ,        P&G.  .      ,      .           ,       ,     ,   ( ),    () . ,  Ivory    ,      ,       .

             .   Procter & Gamble   ,        .   ,          ,       (          ,  ()        ,        ).

     ,            :            .  ,                   ,     .                  ,         ,     .              .               .             .

,                    P&G:   ,  ,    ,   .    ,        -  ,    .

4.   .  Procter & Gamble          ,   . ,    , P&G      頖     ,         .

              . ,      ,     ,       ,   .      Tide, Pampers  Pringles.

  Charmin,         P&G,     .     P&G    ,     ,       .

 , ,    .  ,  ,          .   ,   ,   .           ,    ,       .    P&G,    , ,      ,        .                    ,    .

  ,         ,              .      ,       ,           ⠖       .

5.   .       P&G              ,  ,     ,        ;       ;       ;         .      ,           :   ࠖ       ,       ,         ,     -      ,   ,  ,   ,      [2 -    (David Swanson)   (Ed Rider), 5 , 2002.   Procter & Gamble, -  P&G, ,  (堖  P&G).         .    .     (James C. Collins and Jerry I. Porras, Built to Last, New York: HarperBusiness, 1994).            ,    P&G  Colgate    .   ,             .    ,                .          ,    ,    ,     .        P&G  1990- ,          , ,   ,     P&G (,    )         (,  Crisco, Jif  Spic and Span).].

  ,      ,        ,         , P&G    ,     ,        . ,        ,           -    .  P&G        ,    ,     ,     .

 2001  Procter & Gamble        ,   ʻ.    ,        ,     -.    ,    ,     P&G      .    ,      .  ,      ,      .

         : 1)        ,  ,          ; 2)  軠 ,           :  ,    [3 -   P&G, 2002.  P&G.].  , Procter & Gamble     ,            ,          .

  -,           ,         up-or-out (  ,  )    -.    蠖    : ,    ,  ,     ,          .     蠖  ,   P&G,         .

          P&G   ,               .




 1



18371945





 1

, 18371890





Procter & Gamble     


Procter & Gamble               .          ,   . 렖 .       ,            .       :     .  1837 ,    ,    ,     (   ) ,      .   3000 ,     ,         7192,24 .    31      ,        .             Cincinnati Daily Gazette[4 - Cincinnati Daily Gazette, 26 October 1838.       Procter & Gamble.      -  .: Alfred Lief. It Floats: The Story of Procter & Gamble (New York: Rinehart & Company, 1958), pp. 1420; Oscar Schisgall, Eyes on Tomorrow: The Evolution of Procter & Gamble (Chicago: J. G. Ferguson Publishing, 1981).  ,    (    )   ,    Procter & Gamble    ( ,   )   1837 ,   P&G   ,          (   (Campbell Morfit)  . ,    . ,    1957,    1937 ).].








      ,        .  ,   1837       ,    , , ,  .     ,           .   -         (  ).      ,           ,               ,             ,       (   )[5 -  .  (Nancy F. Coehn)   Brand New: How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell (Boston: Harvard Business School Press, 2001) ,      Procter & Gamble        ,       .              ,    (,   ),      .].

      ,       ,  (   )   . ,    ,        (   ),    (  )           .

  ,         ,    ,     Procter & Gamble     . ,    ,         ,       .       ,       ,   , ,    .  1840 ,     ,        ,    蠖  -   ,     .   ,       ,      ,        [6 - Carl W. Condit, The Railroad and the City: A Technological and Urbanistic History of Cincinnati (Columbus: Ohio State University Press, 1977), pp. 56.].

      ,  堖    .  1837    ( . pork ),    ,    100  ,          ,       .     1841   62   ,   ,   ,   48,    [7 - Charles Cist, Sketches and Statistics of Cincinnati in 1851 (Cincinnati: W. H. Moore & Co., 1851), p. 279 (100   ); Condit, Railroad and the City (   ,      ); Charles Cist, Cincinnati in 1841. (Cincinnati: W. H. Moore & Co., 1841, 54, 58 (62 ,    ).].    ,            ,           .

        .          .  1841     31  (   ),   166 , 22  , 21  (     )  10      (      ).                ,       ,  ,    ,   .   1840-       17       (   Procter & Gamble),      332 940 [8 - Cist, Cincinnati in 1841,  .].        .      (      ,      )          .

   ,                      .            .                 (    ).                 ,     .       ,       , ,   ,     ,      [9 - . : William Cronon, Nature's Metropolis: Chicago and the Great West (New York: W. W. Norton, 1992).].         Procter & Gamble.

     .      ,      ,     ,   .                    .




     


           ,         ,           .          .            ,   Yorktown, Persia, Duke, Winfield Scott  Tecumseh[10 -        18521853.  P&G.].       ,       .      .          ,    .               ,     1848       ,      ,           [11 - Procter & Gamble  A. Ives, , 17  1848.  P&G.].         :          [12 - Cronon, Nature's Metropolis.].

  ,       P&G  1849  1852 ,           .  Procter & Gamble    ⠖                    , ,      (     )  .. , ,        ,      .       ,        .       .        ,   : , , ,  , ,   ,  , ,    .       :          ,  ,     ..       1845 , ,  Spencer, Blacksmith       ,  Procter & Gamble    150 [13 -   (18491852).  P&G.          ; . : John M. Donnelly.   (    ).  P&G.].

           .   ,   P&G   .     1844   1845    10      1400 .          .          25100 .    ,       ,   [14 -   (18491852).].

         .        [] ,      ,      .      ,        .   ,          .   ,           .   Procter & Gamble        ,  .          [15 -     .: Donnelly.  .  ,            .].








     ,  ,           .     Procter & Gamble    ,             .     .       ,  Rosin Soap ( )  Mottled German Soap (      ,     ,       ).




  


         ,   ,  Procter & Gamble   .        ,     1800-          (.  4       Procter & Gamble).    ,           ,   ,        .             -, ,   ,    ,   100120       5075          ,      ,       ,      500, 1000, 1500   2000   [16 -  .].

      .   1836   -       ,  .  Procter & Gamble  (      )    ,        ,      ,        - [17 - Condit, Railroad and the City, pp. 69.].       .      ,     ,          ,   ,   ,    .       .         .   Procter & Gamble  1864  ,               .        ,       .         (, , , , ,   ),  (, ,   )   (, -, ,   -),        : , -, , ,   -, [18 - , 18641866.  P&G.].

,  ,   ,          .         ,     ,   P&G     ,   ,  .    18301840-  ,   1  , 2       ,     .    ,  ,       .     1850- ,      (   . ),        .

  ,     ,      . ,       ,     ,            ,      .   ,   , 1858,       -,      ,  Procter & Gamble    .    , ,      ,   ,       ,   , ,   ,      . ,            ,  Procter & Gamble.  ,        ,  ,   ,      (           Colgate & Co    ,     Colgate & Co, -, -, 6  1858 [2 -       Colgate-Palmolive,           .            Colgate. . .])[19 - James Norris Gamble.  .   ,  P&G.].








     1870- ,      ,            .       ,   ,  ,         . ,   1860-      ()        .        ,    .   堖     ,    ,      ,   ,  ,  .




 


 ,   ,     , Procter & Gamble         .  -     ,     ,             .    .  18611865  Procter & Gamble            .        .     ,  ,   ,     .    (         )  -     ,  Procter & Gamble      .

   ,              . ,    ,    .     ,        (  )    ,         .   ,  ,              .    ,   ,           ,             .      ,   Procter & Gamble          ,        [20 - Lief, It Floats, pp. 3435.].

  ,     Procter & Gamble   ,    ,    ,        ,      .          Dun and Bradstreet       .   1850-   Dun and Bradstreet   P&G   ,         (  ),    ,       150200  .  Procter & Gamble    ,      (-   )   [21 -   Dunn & Bradstreet Credit, Baker Library, Harvard Business School, Harvard University, Cambridge, MA, 78, pp. 302, 303, 464.].




   


          .       Procter & Gamble      ,      - .   1860-      ⠖    .        1859        .        ,   ,   18601870-       Standard Oil  .       Procter & Gamble   : 1867      ࠖ 319 235  ( 98 805  ),    .  1876 ,             ,         ,  [22 - Cincinnati Sun, 22 December 1886. (    P&G);            .].     , Procter & Gamble          .

      ,    Procter & Gamble   .   ,               ,            [23 - Cronon, Nature's Metropolis, pp. 228230.]. ,        ,  ,      1870- ,      ,    ,    .       ,   -  (   )   ,        .   ,   Procter & Gamble    ,  .     ,     .

              .  Procter & Gamble       ,               .        -   .         .  ,      ,                .            ,      ,            .  1877      80 000   .            ,  164  [24 - Stuart Bruchey, Enterprise: The Dynamic Economy of a Free People (Cambridge: Harvard University Press, 1990), p. 270.].

      .    1870  1900   ,   ,      .    .   1878        ,    .     500  ,   ,    (155 )   (47 ),          .  1870           50  ,  1900      .  ,         , ,      ,   .    1870  1910           2,1% (   1,45%    1840  1860 ).  1870  1915          [25 -  , pp. 308311 (    ), p. 263 ( ).].

,       1870- ,  Procter & Gamble       .   ,       .         ,     (  )     .    ,    ,     .        ,        ,  - .      ,          .  .      .    ,       ,    -         [26 -    Alfred D. Chandler, Jr. The Visible Hand: The Managerial Revolution in American Business (Cambridge: Harvard University Press, 1977).].

  ,   Procter & Gamble,       .      ,      .  ,         ,       , ,  ,  Campbell Soup Company.  . ,      ,  ,       ,    ,      .  Anheuser-Busch  -     Budweiser.      -,  ,      ,     .       ,       ,     .  ,  1870- ,  ,     Ivory,       ,    ,         : ,   , ,      [27 -   .: Nancy F. Koehn, Henry Heinz and Brand Creation in the Late Nineteenth Century. Business, History Review,  1999, pp. 349393.].       .

 1876     ,     .                 .  ,    . ,  ,        ,   1875   .       ,             .     Procter & Gamble , ,    .

  ,    ,       .  1876    Procter & Gamble         ,    .          .




    18371890.


    Procter & Gamble     .   1837     ,    .              ࠖ     .              ,            . -    ,    ,      .    ,              ,         .

    ,       Procter & Gamble,      .        ,      ,          .

   ,  P&G        ,         ,   .    1870- Procter & Gamble         .




 2

      





Ivory   


 Procter & Gamble     1870-     Ivory.                   .         ,    Ivory  Procter & Gamble         .

  Ivory       Procter & Gamble,  ,   ,        ,       . Ivory           .     ,   Procter & Gamble      .  , ,     :    , ,     .           ,      Procter & Gamble     ,     .     ,       ,   Ivory  Procter & Gamble       .

         .     ,   ,   ,    .        ,    ,         .        .    1880  1900  Procter & Gamble       Ivory,      .          - ,          ,              .  ,     .

   ,           ,       Procter & Gamble.      .    ,           .        Ivory   ,  Procter & Gamble    ,    .   18801890-    ,    .         ,        .    Ivory    ,     ,         .      ,         .    .  Ivory  Procter & Gamble    ,       .




 Ivory


      Ivory  .     ,            (, )  , -       , ,    ,      .  ,    .      -     .  ࠖ  1878            .   1863         (ࠖ    ):      ,    ,    " ",    .  ,        .

          Ivory:  ,    ,   [3 -        ,        . . .],       ,          ,        ,       ,         . ,       .     ,      ,    .  []      ,   ,  ,           ,  .   ,  ,   ,     ,  .  ,       [28 - Alfred Lief, It Floats: The Story of Procter & Gamble (New York: Rinehart & Company, 1958), p. 49.   .   .. , 3  1923. Manufacturing Administration Research Library, Ivorydale, Procter & Gamble.  ,    P&G  ,       .].








    .            ,   -      .   ,     ,   ,      Ivory,    .      ,      Procter & Gamble.       ,             ,     .    ,       (     ),   ,          .   ,        ,   ,    .  ,    ,    - ,    ,        ,       .         ,          .    ,           (   ,         ). , ,  Ivory    Procter & Gamble  :         .

   P&G    .  1878    Procter & Gamble      :     .        ,        ,            .         .  ,         .   蠖  ࠖ   . -,     Procter & Gamble,     (        ),      (        ). ,    Ivory,   ,              ,   .




   


 1878                     .   ,         ( ,     ,  ),            ( 270)     .  ,         .     ,      -   .   ,   ,        ,       .  , ,   .  ,   ,    ,             : Ivory                    .

            Procter & Gamble (Procter & Gamble's White Soap),      .     ,       .      ,      Ivory,     "",        ,     ,  ,     .    , ,    ,     ,      .      ,         (44, 9):   ,      ;    [4 - Ivory (.)  . . .]  .    ,   ,  : ".   ".    ,   [29 -  .  P&G.          .   .. , 9 , 1923. Manufacturing Administration Research Library.  ,    P&G  .    .: Lief. It Floats, p. 6.].   Ivory    18  1879  ( ,       ,   1870 )[30 - Susan Strasser, Satisfaction Guaranteed: The Making of the American Mass Market (New York: Pantheon Books, 1989), pp. 4445.  ,   1878 ,    P&G    Ivory,         .].         ,   ,   :  - ,      IVORY[31 - Lief, It Floats, pp. 67.].   ,  ,     ,       ,       ,  ,   .

,  1879    Ivory  ꠖ   ,      . ,     ,                 .    ,           ,        .

       .              - ,  ,             .            .    ⠖  ,   ,  Ivory,            ,  Ivory         ,     .           Procter & Gamble,        .

            ,       .   Ivory   .  1879        Grocer's Criterion, : Ivory   ,    [32 -  , p. 7.].       ,   ,  .       ,  ,       Ivory   Bon Ton Directory,      .     ,      .

       Ivory                 .   ,      ,               Ivory.  1881      P&G.   ,       ,      11  , ,      ,          [33 -  , pp. 89.].       ,    Procter & Gamble.      Ivory   .

     ,  ,         .    XIX  XX    Ivory     ,  Procter & Gamble      ,   1890- .          ,               .

 ,       .  ,           . ,   Harper's, Scribner's   堖   1870-     .          ,   ,     :         .    18771878         N.W. Ayer and Son, , ,     IX [34 -   Ayer .: Ralph Hower, The History of an Advertising Agency: N. W. Ayer & Son at Work, 18691939 (Cambridge: Harvard University Press, 1939), p. 638.].

       .   1880-      ,   ,    ,  .  1885        ,  100  ,     , , 600  .  ,     .  1880    ,   Harper's  Scribner's,           ,    [35 - Strasser, Satisfaction Guaranteed, p. 91.].  ,   ,      Ladies' Home Journal,    ,       . ,     1883     .  (  Saturday Evening Post),       ,         . ,   , Ladies' Home Journal ,       ,   .  1900-      [36 -  .].  ,        ,  ,         ,   ,   .        .   1880-            (    )    : ,  ,    .         :   Sapolio (  )    Royal Baking Powder ( ,    ).

Procter & Gamble       1882 ,        Independent.             ,     [37 - Advertising Age, 20 August 1987, 10.].    1883  , ,    ,         The Century Magazine,       .        ,          ,      .        ,    ,   Ivory  99 44/100% (     99,44%),       ,   Ivory   .

             ,  .  ,    .   ,   ,     ,  :        ,  ,            [38 - Independent, 21 December 1882; The Century Magazine, February 1883.   The Century Magazine  99 44/100%  .   Independent     : Try it. Sold Everywhere ( .  . . .).].








     ,  , ,    ,   .    Ivory ( ),      : the "Ivory" soap.    ,        Ivory, , ,      .   ,                    ,          ,  .   ,             Century,               .  ,      , ,     ,         .     ..     : Ivory    ,         .

   ,      Ivory  .     ,  , , ,     (  ,      ),      .          , ,  Ivory    :    ,    ,   ,   ,  ,  ,          .  堖               .    - Procter & Gamble      ,    堖   .       .     Ivory     .     ,           :              .         ,      .            (    ,        ,  Century).        ,        [39 - Ivory     ,    (Richard Tedlow)    New and Improved: The Story of Mass Marketing in America (Boston: Harvard Business School Press, 1996)    .].

     ,   ,        . ,      Ivory     ,    .  Procter & Gamble       .      :         ,       ,     Ivory   ,           .       Ivory,   Procter & Gamble.        .     ,       [40 -   ,   Ivory    ,   .   XIX     Ivory   .].

   ,  -  . ,            ,     Ivory   (99 44/100%     ),         .                .  Ivory         ,       .     ,    ;    ,     ; ,     ;  ,      ; ,      ;   ,   ; ,    .       Ivory        .    ,    . ,   ,      ,   .  ,   ,    ,       ,      ,      [41 -       P&G ,        ,  ,     ( .  ).    20  75   ,        .].




      


Procter & Gamble   .         .     ,   ,    Ivory,          .      Procter & Gamble ,       .          ,         .  ,     Ivory,   ,     .    ,   1886   ,   , , ,   [42 - Cincinnati Sun, 22 December 1886 (    P&G).].       , Procter & Gamble         .          .          ,           .

   : 7 1884         ,         ,     .    ,    ,       .     ,       ,   .      Procter & Gamble  ,   -  ,     .     ,             頖  ,  ,        .    Ivorydale  ,      Procter & Gamble.

     .      ,    ,      ,      .     ,  Procter & Gamble       .        ,  Procter & Gamble  ,  ,          ( 120  ,  55  )[43 - A Trip to Ivorydale.    (1886?) (    P&G).].       ,        ,   Ivorydale       .  ,    ,         ,      . Procter & Gamble   65 000-        ,        Ivorydale       ,     (  )  ,    [44 - Cincinnati Enquirer, July 1885; A Trip to Ivorydale. Moonbeams (  P&G), July 1920, 4.].








       , Ivorydale,      .              ,          ,   ,       .  1876        3840   . Ivorydale       (     ),     150   ,       200360  [45 - Thomas Glenn, Reminicences [sic] of the Procter & Gamble Company's Central Avenue Plant by Mr. Thomas Glenn.  .  P&G, p. 2.].

  ,        .           ,       , [5 -          ,         ,      . . .]  ,             .         ,    頖  ,       ,        [46 - A Trip to Ivorydale, Moonbeams, July 1920, 1.].     蠖   ,        Ivory,      .    ,       ,        .     ,    [47 - Glenn, Reminicences, p. 3.].       ,      [48 - Before Ivorydale: The Central Avenue Factory, Moonbeams, February, 1920, 2.].  Ivorydale      .     ,           .      ,       ,      Ivory,       .    ,          ,     [49 - A Trip to Ivorydale, Moonbeams, July 1920, 4.       1905.].

       :   ,    ,      ,            . Ivorydale     ,     .         ,      .          .          ,       (    ,       ).        Ivorydale                ,        ,      .




  


            ,       .  1886    Ivorydale   ,  Procter & Gamble      .          ,        ,        .           (Knights of Labor).     50%,        Ivorydale[50 - Lief, It Floats, pp. 7379.].     Procter & Gamble          .         .

           ,    ,                .  1885          .          ,          (   1012   ).     ,      .     .        ,    ,       .

       1887 .     , Procter & Gamble                .  ,   ,     .          Procter & Gamble       .     ,     ,     ,            .   1887  Procter & Gamble      .      ,       Ivorydale,     193     14  280 ,     9026,66 [51 -  , pp. 7576.].

         , ,           ,    ,   ,        .     ,         Procter & Gamble.        , ,  ,     .   Ivorydale     ,        ,    Procter & Gamble       ,     ,    .




 Ivory, 18861900:   


   Ivorydale Procter & Gamble          ,  45    1884   146   1886[52 -     ,  4.   ,  P&G.].         .   1886        ,       ,   ,      .               ,    ,       ,     [53 - Cincinnati Sun, 22 December 1886 (    P&G).].  1886     Ivorydale   ,      ,   Ivory.  1889      223  ,      158  (71%)   Ivory[54 -          1   1  1889., Box 4,   ,  P&G.].

          .   1885 ,    Ivorydale, Procter & Gamble   ,    Ivory  ,     .      ,    ,      ,      Ivory    ,    :            ,   ,         .     ,        Ivory.       ,   ,               Ivory     ,  [55 -   , 28  1885.  P&G.                  ,       .].

      ,       Procter & Gamble   .   ,     ,          . Procter & Gamble                 ,       .    Procter & Gamble        ,          .   ,       ,        .             ,        .       ,    Procter & Gamble    Ivory.       蠖   , ,  ,       ,       Procter & Gamble.  ,   ,     ,              .     , Procter & Gamble               .

       ,       .        ,    .   Procter & Gamble         蠖   ,        .                   ,         ,   ,      . , Procter & Gamble   ( )    .        ,         .       [  Ivory],   Procter & Gamble,    "",        1885 , ,    ,   ,    ,     ,    ,      ,   [56 -  .].

        , Procter & Gamble        .                  .   .   ,  1889 ,    ,      ,      Ivory  ,          ,  ,  ,       ,      ..,  ..[57 -   , Procter & Gamble  , 24  1889.  P&G.].    -               .

   Ivory   .   1890-      : Procter & Gamble         ,       1890-   100    ,        (  ,        )[58 -     : Misc. Memorandums 1  2.  P&G.].   Ivory     ,     ,     ,           ,         .     ,  The Procter & Gamble Co.     ,   ,          "  ".     ,         [59 -   ,  , P&G Scrapbook, 18961912,  P&G.].

     ,         .          99 44/100% ,      ,            .           1891 ,      Century  ,     :  Ivory.   [60 - The Century Magazine, July 1891,  .].

   Procter & Gamble, ,       Ivory.     . ?      ,    ,   ( ),      .      ,       . ,  ,  ,  , ,   .     , ,  ,        .  Ivory      ,    ,               ,  (    )       .    Ivory  ,                .         ,       ,        .




  


   Ivory    Procter & Gamble     .      ,      ,       ,  ,     .             ,   ,    ,   ,     Ivory[61 - [Hastings French and Harry Brown]. Misc. Memorandums #2 Opened October 1st 1896.  P&G.].             ,             .         P&G,    ,                Procter & Gamble     .

 , , .        ,      .   1892      ,    ,      ,  ,     ,  1900     300          [62 - .   : Sales by Brand, 18881910, 19101918. Sales Box 6.  P&G.       Ivory     .     XIX   .].

Procter & Gamble        ,            ,    . , ,   1893   ,       Ivory,             ,    ,  ,       400  .        Ivory       1890- ,  ,   1892      34     ,   1899   1,52 .          . (    .)

          ,     ,       .       ,         .        ,     .  , ,  ,  Ivory    1896  (    )      3700 ,       .           .         [63 -  .].

 ,     Procter & Gamble  .       ,    ,      Ivory, ,  -,      .     Procter & Gamble       ,   ,  - ,           .

  ,         ,        .  ,   ,           ,   ,     . (  ,    , ,  ,      .)  ,  ,     ,   .          ,      ,  ,   ,   ,  ,      . Procter & Gamble      ,           .

 , Procter & Gamble  Ivory     ,      ; ,       .   ,          XIX ,            (J. Walter Thompson, Ayers  .),        [64 - Hower, History of an Advertising Agency; Stephen Cox, The Mirror Makers: A History of American Advertising and Its Creators (New York: William Morrow and Company, Inc., 1984.)].   , ,      Duke & Sons ( American Tobacco)      ,      .   Procter & Gamble          .           Procter & Collier Co.      ,           .        ,       .

        Procter & Gamble,     ,      - ,    .   ,    Ivory     ,     ,         .         , Procter & Gamble   ,   .          ,    .




 Ivory  :  


 Ivory           ,           Procter & Gamble.   ,        ,     , Procter & Gamble       .       ,       .  1890  Procter & Gamble              .

            ,      .     ,         ,      .       ,       (    ,     ). ,   ,      (  ,         )           (  ).      ,        .

    ,         .     - Ivory (  ,     Procter & Gamble       )   ,     .  ,    Procter & Gamble     . ,      ,    .             ,     .

       :     , Procter & Gamble     .   Ivory ,          Procter & Gamble,  ,      ,  - ,     ,        .    Procter & Gamble          .              ,          .  1890   , ,    ,  Procter & Gamble         ,         ,       ,   .

    Ivory       .                  (-,    ,    ),     .      99 44/100% ,  ,       .  , ,      Ivory    .           Procter & Gamble  .




 3

   , 18901945



 Ivory   Procter & Gamble   .    ,         . ,   , P&G             .      ,             .       Ivory  1890 ,              .

   ,    1890  1945 , Procter & Gamble     ,      .     ,   - ,    .            ,            .  ,       Procter & Gamble,       蠖 -.

           . Procter & Gamble       ,       ,               .   1890  1930    . Procter & Gamble    .    ,     ,   .  堖          ,   .   ,   Crisco   Camay,  ,       .

, ,         , Procter & Gamble     ,   .  1930 ,         .  ,   ,    , Procter & Gamble    ,  ,   ,          .   ,    .

        .    1930  1945  Procter & Gamble        ,       ,     ,       1945   ,       .




: Procter & Gamble  


 Procter & Gamble     ,        Procter & Gamble     -  1890 [65 -   1800-         - -        .].       3  ,   2,5  .    -       .

    .         ⠖     .   ,    ,                                ,      12%     .    ,    18701880- ,       .     ,    렖 - .       :  ,    ,    ,    .  (     87 ).         .     :  .   Morehead, Irwin & Co.  .   Kidder, Peabody & Co.

     P&G (  蠖    )       .        ,             ,  ,        ,    [66 -           .: Thomas Navin and Marion Sears, The Rise of a Market for Industrial Securities, 18871902, Business History Review 29 (1954), pp. 105138; Naomi Lamoreaux, The Great Merger Movement in American Business, 18951904. (New York: Cambridge University Press), 1985.].  Ivory    P&G      .            .

     P&G            .   (    )      ,           .   ,         ,       P&G  1883 .       Ivorydale       1887         .          ,    ,     Procter & Gamble       .  1890       ,   1907                68   1930 ,        (   P&G).

          . ,     ,    .  ,   ,        :   렖       -  (),     . ,  ,            P&G.

         Procter & Gamble.   ,   Ivory   ,      ,   ,   ,        .   P&G,                    .

    ,              .     P&G ,           ,     ,  , ,     .      ,           .   ,  ,          .   ,         ,              - .      2,  1887            .

 ,     (        ),       .   ,  ,     .     ,     .      ,  ,      .                    .   ,  ,  P&G     ,      ,            .    ,  , P&G         ,     .

          ,     ,        .    .       ( )    .     .  1892    ,        ,      ,       .  1896  P&G      ,      ,    1000 .

  1899       ,     . ,      Ivorydale,       ,   ,     ,      ,           ,    ,          .

  ,     .  1903       ,         Procter & Gamble.   ,                .

,       ,  P&G   ,       .     XX ,              ,              ,       .       1930- ,     [67 - .,  : Sanford M. Jacoby, Modern Manors: Welfare Capitalism Since the New Deal (Princeton, NJ: Princeton University Press, 1997).].  Procter & Gamble    , ,   ,      :  蠖    .




:  


  1900- ,       , P&G        .  1903        -,  ,       .    ,      ,  -   -    .  ,   Port Ivory,     1907 ,                  - .  1915      ,     ,  ,    .

 Procter & Gamble      ,   1901    Buckeye Cotton Oil Co.          .   1870-        .      ,       ,   Swift and Armour,          .       P&G    Buckeye,   1905          .      P&G       (  Crisco,       ).   ,     ( ,       1902      )            [68 -  : Alfred Lief, It Floats: The Story of Procter & Gamble (New York: Rinehart & Company, 1958), p. 84.]




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1


Р -  - .       Research and Development (R&D)   .




2


      Colgate-Palmolive,           .            Colgate. . .




3


       ,        . . .




4


Ivory (.)  . . .




5


         ,         ,      . . .










1


. ,   ,    ,   Fortune   1985 .




2


   (David Swanson)   (Ed Rider), 5 , 2002.   Procter & Gamble, -  P&G, ,  (堖  P&G).         .    .     (James C. Collins and Jerry I. Porras, Built to Last, New York: HarperBusiness, 1994).            ,    P&G  Colgate    .   ,             .    ,                .          ,    ,    ,     .        P&G  1990- ,          , ,   ,     P&G (,    )         (,  Crisco, Jif  Spic and Span).




3


  P&G, 2002.  P&G.




4


Cincinnati Daily Gazette, 26 October 1838.       Procter & Gamble.      -  .: Alfred Lief. It Floats: The Story of Procter & Gamble (New York: Rinehart & Company, 1958), pp. 1420; Oscar Schisgall, Eyes on Tomorrow: The Evolution of Procter & Gamble (Chicago: J. G. Ferguson Publishing, 1981).  ,    (    )   ,    Procter & Gamble    ( ,   )   1837 ,   P&G   ,          (   (Campbell Morfit)  . ,    . ,    1957,    1937 ).




5


 .  (Nancy F. Coehn)   Brand New: How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell (Boston: Harvard Business School Press, 2001) ,      Procter & Gamble        ,       .              ,    (,   ),      .




6


Carl W. Condit, The Railroad and the City: A Technological and Urbanistic History of Cincinnati (Columbus: Ohio State University Press, 1977), pp. 56.




7


Charles Cist, Sketches and Statistics of Cincinnati in 1851 (Cincinnati: W. H. Moore & Co., 1851), p. 279 (100   ); Condit, Railroad and the City (   ,      ); Charles Cist, Cincinnati in 1841. (Cincinnati: W. H. Moore & Co., 1841, 54, 58 (62 ,    ).




8


Cist, Cincinnati in 1841,  .




9


. : William Cronon, Nature's Metropolis: Chicago and the Great West (New York: W. W. Norton, 1992).




10


       18521853.  P&G.




11


Procter & Gamble  A. Ives, , 17  1848.  P&G.




12


Cronon, Nature's Metropolis.




13


  (18491852).  P&G.          ; . : John M. Donnelly.   (    ).  P&G.




14


  (18491852).




15


    .: Donnelly.  .  ,            .




16


 .




17


Condit, Railroad and the City, pp. 69.




18


, 18641866.  P&G.




19


James Norris Gamble.  .   ,  P&G.




20


Lief, It Floats, pp. 3435.




21


  Dunn & Bradstreet Credit, Baker Library, Harvard Business School, Harvard University, Cambridge, MA, 78, pp. 302, 303, 464.




22


Cincinnati Sun, 22 December 1886. (    P&G);            .




23


Cronon, Nature's Metropolis, pp. 228230.




24


Stuart Bruchey, Enterprise: The Dynamic Economy of a Free People (Cambridge: Harvard University Press, 1990), p. 270.




25


 , pp. 308311 (    ), p. 263 ( ).




26


   Alfred D. Chandler, Jr. The Visible Hand: The Managerial Revolution in American Business (Cambridge: Harvard University Press, 1977).




27


  .: Nancy F. Koehn, Henry Heinz and Brand Creation in the Late Nineteenth Century. Business, History Review,  1999, pp. 349393.




28


Alfred Lief, It Floats: The Story of Procter & Gamble (New York: Rinehart & Company, 1958), p. 49.   .   .. , 3  1923. Manufacturing Administration Research Library, Ivorydale, Procter & Gamble.  ,    P&G  ,       .




29


 .  P&G.          .   .. , 9 , 1923. Manufacturing Administration Research Library.  ,    P&G  .    .: Lief. It Floats, p. 6.




30


Susan Strasser, Satisfaction Guaranteed: The Making of the American Mass Market (New York: Pantheon Books, 1989), pp. 4445.  ,   1878 ,    P&G    Ivory,         .




31


Lief, It Floats, pp. 67.




32


 , p. 7.




33


 , pp. 89.




34


  Ayer .: Ralph Hower, The History of an Advertising Agency: N. W. Ayer & Son at Work, 18691939 (Cambridge: Harvard University Press, 1939), p. 638.




35


Strasser, Satisfaction Guaranteed, p. 91.




36


 .




37


Advertising Age, 20 August 1987, 10.




38


Independent, 21 December 1882; The Century Magazine, February 1883.   The Century Magazine  99 44/100%  .   Independent     : Try it. Sold Everywhere ( .  . . .).




39


Ivory     ,    (Richard Tedlow)    New and Improved: The Story of Mass Marketing in America (Boston: Harvard Business School Press, 1996)    .




40


  ,   Ivory    ,   .   XIX     Ivory   .




41


      P&G ,        ,  ,     ( .  ).    20  75   ,        .




42


Cincinnati Sun, 22 December 1886 (    P&G).




43


A Trip to Ivorydale.    (1886?) (    P&G).




44


Cincinnati Enquirer, July 1885; A Trip to Ivorydale. Moonbeams (  P&G), July 1920, 4.




45


Thomas Glenn, Reminicences [sic] of the Procter & Gamble Company's Central Avenue Plant by Mr. Thomas Glenn.  .  P&G, p. 2.




46


A Trip to Ivorydale, Moonbeams, July 1920, 1.




47


Glenn, Reminicences, p. 3.




48


Before Ivorydale: The Central Avenue Factory, Moonbeams, February, 1920, 2.




49


A Trip to Ivorydale, Moonbeams, July 1920, 4.       1905.




50


Lief, It Floats, pp. 7379.




51


 , pp. 7576.




52


    ,  4.   ,  P&G.




53


Cincinnati Sun, 22 December 1886 (    P&G).




54


         1   1  1889., Box 4,   ,  P&G.




55


  , 28  1885.  P&G.                  ,       .




56


 .




57


  , Procter & Gamble  , 24  1889.  P&G.




58


    : Misc. Memorandums 1  2.  P&G.




59


  ,  , P&G Scrapbook, 18961912,  P&G.




60


The Century Magazine, July 1891,  .




61


[Hastings French and Harry Brown]. Misc. Memorandums #2 Opened October 1st 1896.  P&G.




62


.   : Sales by Brand, 18881910, 19101918. Sales Box 6.  P&G.       Ivory     .     XIX   .




63


 .




64


Hower, History of an Advertising Agency; Stephen Cox, The Mirror Makers: A History of American Advertising and Its Creators (New York: William Morrow and Company, Inc., 1984.)




65


  1800-         - -        .




66


          .: Thomas Navin and Marion Sears, The Rise of a Market for Industrial Securities, 18871902, Business History Review 29 (1954), pp. 105138; Naomi Lamoreaux, The Great Merger Movement in American Business, 18951904. (New York: Cambridge University Press), 1985.




67


.,  : Sanford M. Jacoby, Modern Manors: Welfare Capitalism Since the New Deal (Princeton, NJ: Princeton University Press, 1997).




68


 : Alfred Lief, It Floats: The Story of Procter & Gamble (New York: Rinehart & Company, 1958), p. 84.


