In today’s digital economy, consumer products (CP) companies face pressures from all sides. Consumers wield great power based on easy access to information about products, pricing, and availability. The barriers of entry for new players with the “next big product idea” are lower than ever. At the same time, channel partners, from big retailers to Amazon, are expanding their own private-label businesses. Added to all that, tremendous volatility persists in the basic costs of doing business, from raw materials, to labor, to shipping, and beyond.
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