S.8, Ep. 4 - Hitting the Jackpot By Reaching Out to New Stakeholders

Expanding your marketing to reach a new set of stakeholders can have an effect similar to creating a new category. These new stakeholders may help you position your product or service in an entirely new way. Mary, Tom and Sean discuss how Wyeth Nutrition, a premium-priced infant formula maker, successfully expanded their stakeholder focus in a way that ultimately led Nestle to purchase them for several multiples of Wyeth's annual sales.