Abstract
William Procter and James Gamble started their partnership by selling soap and candles in 1837 and formalizing this business in October of that year, despite the high competition presented at that time and the rumours of a possible civil war and financial panic in the country. The moon and stars started to become the trademark of the business and gained popularity when their soaps were sold to the Union armies; this event triggered the invention of more than 30 different types of soaps. Since the business performed nicely on market research, the company was able to engage the customers' needs, creating an attractive promotion resulting in successful investments in research labs and production plants.
