For large companies operating in mature sectors, maintaining market leadership requires transformational innovation. This article explores how Procter & Gamble successfully implemented such innovations with products like Oral-B iO and Always Infinity, outlining a playbook for scaling up this approach by addressing challenges in leadership, team building, resource mobilization, and decision-making.
For large companies operating in mature sectors—such as Procter & Gamble in consumer goods, Apple in consumer electronics, and Adobe in cloud software—driving growth is a perennial challenge. Growth through acquisition is always an option, but companies often quickly find that the costs outweigh the benefits.
To understand what makes transformational innovations successful, the authors studied two of them at Procter & Gamble: Oral-B iO, a “smart” electric toothbrush that step-changed the experience of oral hygiene, and Always Infinity, a best-in-class menstrual pad that resolved the long-standing tension between comfort and protection.
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Scaling Up Transformational InnovationsFor large companies operating in mature sectors—such as Procter & Gamble in consumer goods, Apple in consumer electronics, and Adobe in cloud software—driving growth is a perennial challenge. Growth through acquisition is always an option, but companies often quickly find that the costs outweigh the benefits.
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