Corporate New Ventures at Procter & Gamble

Authors: Amabile, Teresa M.; Whitney, Dean
Product Type: Cases
Source: Harvard Business School
Publication Year: 1997

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Procter & Gamble's top executives form a small, autonomous, cross-functional Corporate New Ventures team led by a young former brand manager. The team invents a systematic approach to gathering information and producing creative ideas for radically new product categories.

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