Much has been said of the re-engineering concept in business lately. Typically cataloged under the heading of "market driven" or "more responsive," the reality of efforts to date in the consumer packaged goods industry range from thinly disguised cost cutting to some truly visionary approaches. Regardless of how ambitious, any approach to organizational engineering should be focused on achieving a specific business result. In the 1950s, 1960s and 1970s, that desired result was functional ...

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