Innovating in the Feminine Care Market - a podcast by HBR Presents / Brian Kenny

Founded in 2014, Thinx, Inc. makes absorbent underwear that can be worn during menstruation. But the feminine care market had seen virtually no innovation in half a century because of the taboo against discussing the topic of menstruation. As a result, the startup was competing against large incumbents like Procter&Gamble and Johnson&Johnson. Can CEO Maria Molland lead a marketing strategy that confronts those taboos in order to bring innovation to the feminine care market?

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