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Johnson & Johnson Consumer Products thrived during decades of military rule and a closed economy. Brands such as Cotonete for cotton swabs, Sundown for sunscreen and Band-Aids for adhesive bandages dominated their product categories. But Johnson & Johnson market share started falling in the 1990s as the Brazilian government took steps to bring hyperinflation under control and open the economy to greater competition. Leading change is the ultimate test of a leader, and globalization has made that test even more difficult. Executives in global environments must manage the cross-cultural complexities that come with a mix of employees, customers, suppliers and competitors.
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