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

Corporate New Ventures at Procter & Gamble

By: Teresa M. Amabile and Dean Whitney
  • Format:Print
  • | Language:English
  • | 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.

Keywords

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

Citation

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

Teresa M. Amabile

Entrepreneurial Management
→More Publications

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More from the Authors
  • The Turn Toward Creative Work By: Spencer Harrison, Elizabeth D. Rouse, Colin M. Fisher and Teresa M. Amabile
  • What Do I Make of the Rest of My Life? Global and Quotidian Life Construal across the Retirement Transition By: Jeff Steiner and Teresa M. Amabile
  • The Undervalued Power of Self-relevant Research: The Case of Researching Retirement While Retiring By: Teresa M. Amabile and Douglas T. (Tim) Hall
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