Frigidaire's Run For The Cold Cash

Frigidaire President Hans G. Backman didn't need much convincing that his company should try to win the refrigerator competition launched by a group of utilities. Frigidaire Co. was already hard at work on more efficient units free of chlorofluorocarbons (CFCs). "Just the time frame was shorter," says Backman. A win would also help Frigidaire with its main strategy: to set apart its top brand and firmly differentiate its products. So last August, Backman gave the Super Efficient Refrigerator Program Inc. (SERP) contest the nod.

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