CG: What Is an SKU and Why Can It Matter So Much to Investors?

<p>For supertrend no. 2, we look at the SKU, or stock keeping unit. Retail and consumer companies must strike the right balance between product breadth and operational complexity to succeed, and SKU rationalization (or reduction) lies at the heart of that challenge. Initiatives at Unilever and Procter & Gamble exemplify the efforts companies are taking in this space.</p>