Procter & Gamble's 'Connect + Develop' Innovation Strategy*

            


Details

Case Code : CLBS068
Publication date : 2009
Subject : Business Strategy
Industry : FMCG
Length : 05 Pages
Price : Rs. 100

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Key words:

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

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

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.

Issues:

 » 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 successful execution of an open innovation strategy

Introduction

On January 21, 2008, The Procter and Gamble Company (P&G) won 14 awards for its products in the 2008 Product of the Year contest which followed the United Kingdom’s largest consumer survey of 12,000 people...


Questions for Discussion:

1. In the context of a transnational organization, discuss the organizational requirements for open innovation to be a successful strategy.

2. Given the execution challenges, do you believe that open innovation models such as ‘Connect + Develop’ can be a source of sustainable competitive advantage? Justify your stand.





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