Why consumer goods companies should rethink revenue growth management
Over the last decade the consumer-packaged-goods (CPG) industry has been facing a huge challenge of finding growth in a market where fierce retail competition and consumer price decreases are putting pressure on the full value chain. As a result, companies had to find efficiency gains as main driver of margin improvements. In this challenging new context CPGs have invested in Revenue Growth Management (RGM) capabilities to find new pockets of revenue growth. In 2020, the covi