Up periscope.(Brunswick Chairman and CEO Peter N. Larson)

From: Chief Executive (U.S.) | Date: December 1, 1998| Author: | Copyright information

Peter N. Larson has successfully transformed Brunswick Corp from a stodgy organization into a moneymaking company. Before he took the position as CEO in 1995, Brunswick was recognized for its popular but dull products, such as pleasure boats, boat engines, fishing rods and bowling equipment. Upon his arrival, however, Larson expanded the product line with gear, including coolers and ice chests, sleeping bags and backpacks, fishing boats, training equipment, bicycles and sleds. His strategy is to identify the desires of the company's primary boat customers, sell them what they want and entice ...

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