Abstract
In 2005, Rayovac Corporation changed its name to Spectrum Brands in order to be coherent with the corporate strategy of growing and expanding its present markets. This new name shows the diversification of the company and its international trend.
Nowadays, Kent Hussey, appointed CEO of Spectrum Brands, defines this company as ‘a global consumer products company and a leading supplier of batteries, lawn and garden care products, specially pet supplies, shaving and grooming products, household insecticides, personal care products and portable lighting'1. Existing in the New York Exchange, Spectrum Brands is becoming more important in the market with approximately $2.8 billion in annualized revenues and 10,000 employees worldwide2. The company's brands are Varta, Rayovac, Remington, Spectracide, Spectracideterminate, Schultz, Garden Safe, Cutter insect repellent, Repel insect repellent, Hot shot, Tetra, Marineland, Jungle labs, Dingo, 8 in 1, Nature's miracle.
Does Spectrum Brands know only successes? Is its diversification strategy always adapted?
