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Church & Dwight Co., Inc., founded in 1846, is a leading consumer packaged goods company. Company leaders realized that without new successful product launches, the company would lack organic growth. One key part of the new strategy was splitting the marketing department into two parallel marketing organizations. One marketing group would focus on new products, and the other would focus on the base marketing of the company's current brands. How can Church & Dwight best influence their key marketing talent to support the new strategy and embrace their responsibilities?
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