2. How does collaborating with its customers—the retail stores—improve its financial performance? Contrast this collaborative approach to one in which K-C seeks to maximize its profits at the expense of the retailers.

Kimberly-Clark (K-C) Corporation (kimberly-clark.com), a multinational consumer products manufacturer headquartered in Dallas, Texas, is committed to using innovation to become an indispensable business partner. As a leading global health and hygiene company, Kimberly-Clark’s brands, such as Kleenex and Huggies, are sold in more than 150 countries.
K-C has operations in 37 countries and employs more than 55,000 people worldwide. K-C announced the following results for 2009–2010:
• 2009 4Q net sales increased 8 percent to $5.0 billion.

• 2009 4Q cash provided by operations rose 48 percent to $1.0 billion.
• The company reaffirmed top- and bottom-line growth objectives through 2015.