The evolution of Procter & Gamble developing effective consumer reaction (ECA) includes a series of tests, a desire to distribute based on the movement of goods layers, a conscious effort to switch to a new mode distribution in all sectors, a first cut at a new system, and finally, the development of the current composition of integrated computer systems that link the value chain from factory to shelf.
James L. McKenney,
Theodore H. Clark
Source: HBS Premier Case Collection
Date Posted: March 31, 1995. Prod #: 195126-PDF-ENG
Procter & Gamble: Improving Performance consumers process redesign Case Solution