Consumer products giant Procter & Gamble is facing an urgent need to increase new product innovation, given its recent emphasis on the gradual improvement of the product and its aggressive growth targets. In this effort, the top managers of the company form small, autonomous, cross-functional Corporate New Ventures team led by a young former brand manager. Operating in a favorable operating environment, the team comes up with a systematic approach to data collection and preparation of creative ideas for entirely new product category. "Hide
by Theresa M. Amabile, Dean Whitney Source: Harvard Business School 24 pages. Publication Date: January 23, 1997. Prod. #: 897088-PDF-ENG
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