Creating innovation for competitive advantage
A Procter & Gamble case study

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Page 2: Setting goals

Procter Gamble 6 Image 2Globalisation and the explosion of technology make it more important than ever for Procter & Gamble to ‘embrace its future’. It has recently been re-structured in order to accelerate the creation of new products, speed up decision-making, set goals and stretch targets for developing the business and provide rewards for those who do so.

A key element in building an organisation that is innovative and competitively further ahead than others is to set clear goals and objectives that help to provide the direction for the organisation. Within P&G this is reflected through a series of principles which underpin how employees work and help to provide a purposeful base for their activities.

The goals are as follows:

  • It respects all individuals - the uniqueness of each employee is valued and their contributions listened to the interests of the company and the individual are inseparable -both employees and the company work for mutual benefit.
  • It is strategically focused in its work - product development helps the company to sustain a competitive advantage over other organisations.
  • Innovation is the cornerstone of its success - the company is proactive in leading the field of product development.
  • It is externally focused – the company listens to consumers and monitors markets.
  • It values personal mastery – the skills of employees are nurtured.
  • It seeks to be the best – the company is not complacent about product and market development.
  • Mutual interdependency is a way of life - the company depends upon employees, markets and consumers.

Procter & Gamble | Creating innovation for competitive advantage
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