Publications
Publications
- January 1997 (Revised June 1997)
- HBS Case Collection
Corporate New Ventures at Procter & Gamble
By: Teresa M. Amabile and Dean Whitney
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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