EN FDSM
Ad - Mindset builds future - top banner
Life Uncanned, Focused and Forward
OCTOBER 2013 · Denise Morrison
Keywords: general management,food industry
网络正忙,请稍后重试!
Life Uncanned, Focused and Forward
Campbell Soup's CEO Denise Morrison shares her thought about food industry and personal leadership journey in search of excellence.
相关视频
  • Part 1 0:0:0
    Development of Campbell Soup Company
  • Part 2 0:11:39
    'My Leadership Journey'

"It's no secret that it's a challenging time in food industry right now," says Campbell Soup Company's President and CEO Denise Morrison.


"We've had a lot of commodity-caused inflation which has really affected the profitability of the industry," she says. "But you cannot just quit, because time is tough and you have to figure out how to grow despite some of these challenges."


Campbell has reached deep down into its soul and continues to win the heart and mind of its consumer. "That's where we've put our energy," the CEO says.


Morrison is delivering a lecture about the company's development and her personal leadership journey to the students in the Fudan University School of Management on January 7, 2013.


Another trend that Campbell is dealing with is consumer involvement and connection with digital communications and social media. "This is revolutionizing the way we form communities and the way we exchange with each other," she says. Companies need to embrace this and leverage to build brands, and it is one of the keys to be relevant with younger people.


Some research that Campbell has done reveals that affluent Chinese people living and working in cities have more disposable income to spend, which is very good for the economy, but they are still saving at higher rates than in other countries. Chinese consumers are very practical in purchases. They want products their way and are willing to pay more for products that they feel are more personal to them and customized.


"What is very interesting to Campbell is that Chinese consumers are starting to become a lot more brand-loyal. They find favorable brands and stick to them. It is a huge opportunity for us," the CEO says.


Chinese consumers consider shopping more virtual. "I think it is because life is getting busier and to go shopping is less enjoyable," she adds.


"Finding products that are more convenient, that would build brand loyalty and that are more adorable and relevant in the lives of Chinese consumers is key to Campbell's success here. That is our commitment," Morrison says.


Reflecting on her career, the CEO says that the points of focus are all about leadership, leading an integrated life, staying in good health. "You should establish a critical pathway and build your strategic plans for yourselves," the CEO says.


RELATED ARTICLES
PROFILE
Denise Morrison
President and Chief Executive Officer of Campbell Soup Company.
FBK TV
ABOUT
About FBK
Fudan Business Knowledge (FBK) was created by Business Knowledge Development and Communication Center, which is affiliated with Fudan University School of Management, and is a media platform for dissemination and sharing of business knowledge.
Guided by its vision that “Mindset Builds Future” and backed by the solid academic foundation of Fudan University, FBK is dedicated to sharing current business topics, academic research from home and abroad with business celebrities and the public, and exploring sources of innovation for China’s local businesses.
FBK products include FBKonline (bk.fudan.edu.cn) in Chinese and English languages, iFBK, FBK TV and related publications. iFBK is available on android and iPhone/iPad applications, weibo and weixin, and enables readers to customize the content for reading on their mobile applications.
About KDCC
Business Knowledge Development and Communication Center (KDCC) was created in 2010 as a subsidiary of Fudan University School of Management to produce and broadcast innovative business knowledge products.
It serves as a bridge between the School, enterprises and the society through its publications and multiple platforms, to promote the combination of management theories with management practices and build a source of lifelong learning for the public. It shares the following resources:
FBK: a virtual business school that offers e-learning for anytime at any place;
Case research and development: the development of local business cases in China and the exchange of case services between the School and overseas peers, which are expected to offer practical guidance for the growing Chinese firms and overseas firms in Chinese market.
Academic Steering Committee for FBK:
Professor Qiuzhi XUE, Associate Dean, Department of Business Administration. His general management interests are focused on the management of international business and on the strategic and organizational challenges confronting managers in multinational corporations. He maintains ongoing research interests in the organization and management of multinational enterprise, particularly in transforming of big companies in global network economy and in marketing behavior of multinational corporations in China. He also has great interest in the cross-border subjects of management, economics and sociology.
Professor Qingyun JIANG, Chair of Department of Marketing. His research interests are marketing channel, B2B marketing, marketing theory, marketing strategy of China's enterprise, corporate strategy.
Professor Qiying HU, Department of Management Science. His research interests are supply chain management and revenue management, auction and online auction, dynamic decision making and control, portfolio and risk management.
Associate Professor Li XU, Department of Finance. Her research interests are corporate finance, financial markets, financial institutions.
 Associate Professor Pei SUN, Department of Industrial Economics. His research interests are corporate governance, industrial organization, industrial policy, strategic management.
KDCC Team Members
Executive Director: Baoping YU

Editorial Director: Bonnie WANG

Content Editors: Peggy PAN
Sunnie HUANG

Video Editor: Xinjie YAO

Case Researcher: Yangbo CHEN
Huaying YANG

New Media and Marketing Director: Elsa CHEN

Visual Art: Yun DAI

Administration: Xiaonan MA

Links to FBK:
Official website: http://www.bk.fudan.edu.cn
FBK on Sina Weibo: http://weibo.com/fudankdcc
FBK on Tencent Weibo http://t.qq.com/kdcc_fudan
FBK’s ID on Weixin: BKfudan
FBK’s APP download addresses:
https://itunes.apple.com/cn/app/fu-dan-shang-ye-zhi-shi/id514578620?mt=8
http://myknowledge.fdsm.fudan.edu.cn/fdsm/help/introduction.html
CONTACT
Editorial Dept.
Room 615, Li Dasan Building, No.670 Guoshun Road, Yangpu District, Shanghai.
Tel: 8621-25011384
Case Center
Tel: 8621-25011385.
Email:caseinst@fudan.edu.cn
Users Service
Tel: 8621-25011381.
Email:bk@fudan.edu.cn
Marketing& Cooperation
Tel: 8621-20511387.
Email:bk@fudan.edu.cn
PARTNER
PARTNER
Fudan Business Knowledge is an affiliate of the School of Management, Fudan University for disseminating business knowledge and exchanging management practices among academicians, professionals and entrepreneurs at home and abroad. By logging on our website BKonline, the virtual knowledge community, or installing our mobile application, you can acquire new knowledge, keep abreast of the latest research findings and current affairs in the business world, or interact with specialists and counterparts in your field. Knowledge Powers Future!
COPYRIGHT
Copyright Statement
businessknowledge.fudan.edu.cn has the exclusive right to disseminate and broadcast all the content contained herein, including video, articles and photos, of which the businessknowledge.fudan.edu.cn owns the copyright and/or other related rights, and/or has the effective authorization from the original copyright proprietors. No person, organization and/or company shall copy, disseminate or broadcast the above-mentioned content for any purpose without prior permission by businessknowledge.fudan.edu.cn.
The copyright of the content (of all kinds, including articles, questions and related answers) which is published at the online community or any opinion release section on businessknowledge.fudan.edu.cn is owned by publishers themselves. Any act of copying, disseminating or broadcasting the above-mentioned content is not allowed for any purpose without publishers' prior permission.
businessknowledge.fudan.edu.cn does not allow its users to publish on the website any content of which they don't own the copyright, for any act of copyright infringement is not permitted by the website.
WEBMAP
HOME
FEATURES|OBSERVATION|ACADEMICS|CULTURE|TV
OBSERVATION
MACROSCOPY|INDUSTRIES|INNOVATION|SUSTAINABLITY
ACADEMICS
STRATEGY|OPERATION|MARKETING|LEADERSHIP|FINANCE
CULTURE
READING|LIFESTYLE
TV
FACE TO FACE|FBK TALK|LECTURE
ABOUT CONTACT COPYRIGHT WEBMAP

All rights reserved by Fudan University School of Managment