During one of the most economically grueling years in Douglas Conant’s 30-year business tenure, Campbell Soup Co. moved full steam ahead. Faced with steep competition from simple meal solutions, the soup maker began reconfiguring its 24,000 iQ-Shelf Maximizer systems to incite trial of new types of soup. Rather than organize condensed soups by attributes such as chicken or beef vegetable, the new set-up breaks varieties into four color-coded and benefit-based categories, ...

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