Corporate New Ventures at Procter & Gamble

Authors: Amabile, Teresa M.; Whitney, Dean
Source: Harvard Business School
Year: 1997
Company Name: Procter & Gamble
Number of pages: 24

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Abstract:

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.