The consumer products giant Procter & Gamble is facing the urgent need to revitalize the innovation of new products, given its recent emphasis on improving additional products and aggressive growth objectives. As part of this effort, the top executives of the company are a small independent company New Ventures team led by a young former brand manager, and multi-functional. Operating in a work environment, the team invents a systematic approach to gathering information and producing creative ideas for radically new product categories.
Teresa M. Amabile,
Source: Harvard Business School
Date Posted: January 23, 1997. Prod #: 897088-PDF-ENG
New business projects in Procter & Gamble Case Solution.