In the case of Rubbermaid, there were some skepticism regarding the challenges of integrating such a large company into Newell’s ( Newellization) model. Previous attempt to merge with Rubbermaid wasn’t possible due to differences in vision. Once Newell was presented with a second chance to acquire Rubbermaid, it had to ensure that integration can be done. McDonough did not see a problem, he expected Newell to be able to apply its expertise in Newellizing acquired companies seamlessly into Newell's model. Though Rubbermaid had a disastrous reputation as a supplier, it had great products, strong brand equity with end users, and significant shelf space at mass retailers. The acquisition cost of Rubbermaid seemed to be too high, and go against
