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Life Uncanned, Focused and Forward
OCTOBER 2013 · Denise Morrison
Keywords: general management,food industry
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.
  • 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.

Denise Morrison
President and Chief Executive Officer of Campbell Soup Company.
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