Annette Reichel

Jun 9, 2024 | knowledge.insead.edu | Atalay Atasu |Michael H. Altman |Annette Reichel

If a company manages to double the demand for its products, it will undoubtedly celebrate its outstanding performance. But when demand for a company’s products increases 10 times, there’s no time to celebrate. Instead, a supply chain shock ensues. This was the experience of Kenvue at the height of the Covid-19 pandemic in 2020, when demand for much of its range of self-care and essential health products spiked.