Soaps, creams and strips: Procter & Gamble’s approach to Innovation

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

9-2009

Abstract

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.

Disciplines

Business | Entrepreneurial and Small Business Operations | Technology and Innovation

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Licece/Creative Commons Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Article ID

1238

Subject(s)

Innovation and Entrepreneurship

Citation

Knowledge@SMU. Soaps, creams and strips: Procter & Gamble’s approach to Innovation. (2009).
Available at: https://ink.library.smu.edu.sg/ksmu/174