Why Innovation Matters

Author: Brown Bruce  

Publisher: Industrial Research Institute, Inc

ISSN: 0895-6308

Source: Research-Technology Management, Vol.53, Iss.6, 2010-11, pp. : 18-23

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

OVERVIEW: Innovation drives growth, both growth of categories and growth within businesses. For Procter & Gamble, innovation is the engine of growth, providing consumers benefits they value and differentiating P&G brands from those of competitors. The principles that have driven P&G's innovation—and the company's resurgent growth over the last two years—transcend industries. In an increasingly challenging economy, where market growth can no longer be relied on to provide sustained growth, P&G has refocused its efforts on large, breakthrough innovations that will deliver consumer benefits and long-term growth through multiple product generations.