Colgate-Palmolive
Evaluation of current research techniques used.
The stated goal of the chairman of Colgate-Palmolive (CP) is to remain "deeply committed to advancing technology which can address changing consumer needs throughout the world." The CP message states: "Our goal is to…create products that will continue to improve the quality of life for our consumers wherever they live." Colgate Palmolive: Business English Materials.com: ESL Lessons)
To that end, Colgate-Palmolive positions its toothbrush and toothpastes to consumers who are concerned about gum disease and oral hygiene, stressing that their products are specialized to prevent oral disease; the brunt of their research focuses around that.
Another selling position -- and this we see often repeated as per their marketing appeal - is the sparkling smile that their products will help people achieve. Research, simultaneously, devolves around ways to make teeth 'sparkling white' and we catch this stance from the branding of their products from toothpastes that are supposed "to keep your smile bright, beautiful and healthy" (Colgate: World of Care; online) to the way that toothbrushes are designed so that they 'whiten' the teeth. In this way, they appeal to consumers' subliminal motives that 'white teeth / bright smile' equates beauty and, in turn, equates acquisition of that sought-after job, date, or deal (Ouellet, 2009).
Colgate also conducts a vast amount of research on issues peripheral to oral health as long as it were in some way related, For instance, Colgate also positions product as relevant to health as in 'Healthy mouth, healthier body' associating oral disease with diabetes, stroke, heart disease, arthritis, and other negative conditions (Colgate Total: online), and conduct surveys the world over (as, for instance, one survey conducted in India and quoted in their newsletter) to indicate the association of oral health with general health.
All of its research is done, as far as possible on existing data and / on human subjects. As the company takes care to emphasize on its site...
Indiana Tech Institutional Review Board Application INDIANA TECH INSTITUTIONAL REVIEW BOARD APPLICATION FOR INITIAL REVIEW OF RESEARCH USING HUMAN SUBJECTS Class (Day or CPS)/Campus Office Does this particular project continue every semester and/or year: No Project Title: Leadership Styles used to Promote Organizational Success Electronic signature of Principal Investigator Directions: You need to answer the following questions. Conflict of Interest: (Please check) Investigators do___ do not__X___ have a real or potential conflict of interest. Please indicate whether this research should
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