Soaps, creams and strips: Procter & Gamble’s approach to Innovation
Innovate to give the customers what they desire -- it may sound like a simple and straightforward mantra for success in business, but many companies find themselves struggling to be gainfully innovative! Throw in ‘fickle-minded consumers’ and ‘a myriad of competitor offerings’ into the mix and the c...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2009
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| Online Access: | https://ink.library.smu.edu.sg/ksmu/174 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1173&context=ksmu |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | Innovate to give the customers what they desire -- it may sound like a simple and straightforward mantra for success in business, but many companies find themselves struggling to be gainfully innovative! Throw in ‘fickle-minded consumers’ and ‘a myriad of competitor offerings’ into the mix and the challenge magnifies glaringly. Yet, Procter and Gamble (P&G), a 172-year-old company, has somehow managed to get it right – and with more than 300 brands across 80 countries. Dr Shekhar Mitra, P&G’s Senior Vice-President of Research and Development, offers Singapore Management University an insider look into the innovation principles that guide one of the world’s most admired companies. |
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