And Now, Designer Motor Oil?

Like most Americans, Herbert M. Baum did not know how to change the oil in his car. Nor did he know what 10W-30 meant. But since becoming chief executive of Quaker State Corp. last year, the former Campbell Soup Co. executive has tried to turn his ignorance into a strategic advantage for the struggling motor-oil company. How? Baum figures he has a better bead than his rivals on how to sell motor oil to the great mass of oil-

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