Case | HBS Case Collection | January 1997 (Revised June 1997)

Corporate New Ventures at Procter & Gamble

by Teresa M. Amabile and Dean Whitney


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.

Keywords: Innovation Strategy; Creativity; Working Conditions; Corporate Entrepreneurship; Groups and Teams; Retail Industry; Ohio;


Amabile, Teresa M., and Dean Whitney. "Corporate New Ventures at Procter & Gamble." Harvard Business School Case 897-088, January 1997. (Revised June 1997.)