• Case title
    Connect and Develop
  • Description

    About how P&G changed its R&D strategy in the light of open innovation.

  • Abstract on the method
    This article includes the key ideas and provides an overview of how the concepts work in practice. For generations, Procter & Gamble generated most of its phenomenal growth by innovating from within--building global research facilities and hiring the best talent in the world. Back when companies were smaller and the world was less competitive, that model worked just fine. However, in 2000, newly appointed CEO A.G. Lafley saw that P&G couldn't meet its growth objectives by spending greater and greater amounts on R&D for smaller and smaller payoffs. Therefore, he dispensed with the company's age-old "invent it ourselves" approach to innovation and instead embraced a "connect and develop" model.
  • Link
  • Country
    US
  • Case nature
    descriptive
  • OI considered
    coupled
  • Key question
    why_organisation, what_practices, how_implemented, what_effects
  • Key industry
    services
  • Teaching level
    bachelor, master
  • Outcome
    successful
  • Keywords
    Innovation matrix, Open Innovation, Procter & Gamble, Tim Kastelle