by: Amabile, Teresa M.; Whitney, Dean
Source: Harvard Business School
Consumer products giant Procter & Gamble is faced with an urgent need to revitalize new-product innovation, given its recent focus on incremental product improvements and its aggressive growth goals. As part of this effort, the company's top executives form a small, autonomous, cross-functional Corporate New Ventures team led by a young former brand manager. Operating within a conducive work environment, the team invents a systematic approach to gathering information and producing creative ideas for radically new product categories.
Link: Corporate New Ventures at Procter & Gamble
Publication Date: 1997-06-20