Cover

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Series Page, Title Page, Copyright Page

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Table of Contents

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pp. v-vi

List of Figures

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p. vii

List of Tables

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pp. viii-x

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Acknowledgments

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pp. xi-xiv

Field research for this book started on a winter morning in February 1996 when Thomas Heinrich, kindly instructed by Nurse Beth, tried to put a diaper (newborn size) on his son Fritz at George Washington University Hospital in Washington, DC. ...

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Introduction

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pp. 1-6

The history of Kimberly-Clark is one of the most intriguing chapters in the annals of the paper and consumer products industries. During the interwar decades the company accomplished a coveted but rare feat in marketing by making its trademarked brand names synonymous with household items in the minds of consumers. ...

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Chapter 1. Origins and Growth, 1872-1916

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pp. 7-38

Kimberly, Clark and Company was founded on March 26, 1872, by five Wisconsin businessmen who pooled $30,000 to build a paper mill in Neenah, a small city in the eastern part of the state. Like many other newcomers to the Gilded Age paper industry, the founders had general business experience ...

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Chapter 2. The Rise of Consumer Nondurables

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pp. 39-75

In 1921 Edward Bok editor of Ladies’ Home Journal, held an unpleasant business meeting with Albert Lasker, president of the Lord & Thomas advertising agency which represented a Kimberly-Clark subsidiary. Lasker and Bok argued over a proposed advertisement for Kotex sanitary napkins. ...

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Chapter 3. The Great Depression

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pp. 76-110

Kimberly-Clark recorded growth for almost a year after the stock market crash of 1929. Until mid-1930 the “depression had little or no effect on our sales and earnings” which were “the largest in the company’s history,” company president Frank Sensenbrenner told stockholders in his financial report. ...

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Chapter 4. In the Mainstream: Expansion and Crisis, 1940s-1971

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pp. 111-159

The postwar decades marked a period of massive expansion and growth. A mill construction and acquisition program launched after World War II expanded the geographical scope of manufacturing operations, adding plants in Tennessee, Alabama, California, and Connecticut. ...

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Chapter 5. "The Diapers That Help Stop Leakage": The Transformation of Kimberly-Clark, 1971-1990

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pp. 160-207

In the 1987 comedy Raising Arizona, convenience store robber H. I. (Nicolas Cage) is married to police photographer Edwina (Holly Hunter). Desperate for a child, the couple kidnaps an infant and hits the open road; suddenly H. I. realizes that the boy needs diapers. ...

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Epilogue: Product Diversification and Corporate Strategy

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pp. 208-216

The history of Kimberly-Clark is a chapter in the rise of the large, diversified, multinational corporations that emerged in the first half of the twentieth century when single-product companies branched out into new product lines. Diversification was triggered by a variety of factors. ...

Notes

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pp. 217-244

Bibliography

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pp. 245-250

Index

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pp. 251-263

Other Titles in the Series

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