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Why Innovation Matters

Titel{Why Innovation Matters }
Publication TypeJournal Article
Jahr der Veröffentlichung2010
AutorenBrown, B.
JournalResearch-Technology Management
Volume53
Seitennummerierung18–23
SchlüsselwörterBWL, Innovation
Zusammenfassung

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.

URLhttp://www.ingentaconnect.com/content/iri/rtm/2010/00000053/00000006/art00005
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