Cutting Edge

the long version

The Gillette Company has literally defined the world shaving market since its founding in 1901 by legendary salesman and inventor King Camp Gillette. But more than that, Gillette serves as a model for today's managers of how to maintain a commitment to innovation, how to advertise creatively against competitors, and above all, how to translate a consistent vision of global growth into superior results in the world marketplace. Drawing on extensive interviews with Gillette insiders and executives on three continents, with particular emphasis on the company's recent past, Cutting Edge chronicles the successes, failures, and watershed moments in the evolution of a global powerhouse. From the creation of the first disposable double-edge blade, through the bitter fight for survival against Wall Street's hostile raiders of the 80s, to its success in the new and emerging markets of Eastern Europe and Asia, to the ongoing development of innovative products, Gillette emerges as a company that has leveraged revolutionary product design with shrewd marketing skill into a premier worldwide enterprise.