Keeping secrets: marketing decision making in America after Redmond

Abstract

Looks at the recent US court decision in the case of Pepsico v. Redmond. The case centred on the circumstances of Quaker’s hiring of William Redmond, a former Pepsico marketing executive, to co‐ordinate the company’s distribution strategy for its newly‐acquired Snapple product line. At issue in the Redmond case was the unique question of whether or not knowledge of corporate strategy could be considered protectable proprietary information under the American incarnation of trade secret law. To understand the setting for the Redmond case, presents a brief overview of trade secret law in the USA. Then, after an examination of the facts and judicial decision in the Redmond case, concludes with a discussion of the implications of this case for marketing strategic decision making and executive recruitment in the post‐Redmond environment.

Citation

Wyld, D.C. (1997), "Keeping secrets: marketing decision making in America after Redmond", Marketing Intelligence & Planning, Vol. 15 No. 4, pp. 195-201. https://doi.org/10.1108/02634509710185324