P&G CEO, Bob McDonald, says the company will focus on getting things right in the North American market, before investing further in emerging markets. Price increases in the U.S. market for powdered laundry detergent, automatic dishwashing detergent, oral care, blades and razors, have led to loss of market share and P&G is working to reverse this situation by lowering the prices. After becoming CEO in 2009, McDonald pushed hard to increase sales in emerging markets- during the 70's and 80's P&G had neglected developing countries- and this now makes up 37% of sales, up from 20% in 2000. But margins are smaller in emerging markets, and there was a sense among shareholders that P&G had lost its focus in the largest markets in the U.S. and Europe.