Abstract

After years of dependence on internal Research & Development, The Procter and Gamble Company (P&G) adopted open innovation as an essential component of its corporate strategy. This collaborative approach, called Connect + Develop (C+D), helped the company in speeding up their innovation cycle. At P&G, open innovation was a two-way process, and it included not only technology but also trademarks, marketing models, packaging, design, business services, and engineering.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The business need for a collaborative innovation strategy instead of a centralized Research & Development approach. Roles of third party facilitators in operationalizing the open innovation program in an organization. Organizational requirements for the s

Keywords

Procter & Gamble, Connect + Develop, Innovation strategy, Open innovation, Corporate strategy, Research & Development, Intellectual property, Patented idea , Developing innovation leaders, P&G, A. G. Lafley, Yet2.com, NineSigma