P&G Case study
Transforming the Corporation
The Design of Procter & Gamble
How Design Thinking Turned the Business Around
EXCERPTED
FROM
The Design of Business:
Why Design Thinking Is the Next Competitive Advantage
BY
Roger Martin
Buy the book:
Amazon
Barnes & Noble
HarvardBusiness.org
Harvard Business Press
Boston, Massachusetts
ISBN-13: 978-1-4221-5503-5
5502BC
This document is authorized for use only in PGDM - 06122013 - IV by Prof Sunil Sangra at Birla Institute of
Management Technology (BIMTECH) from June 2013 to September 2013.
Copyright 2009 Harvard Business School Publishing Corporation
All rights reserved
Printed in the United States of America
This chapter was originally published as chapter 4 of The Design of Business:
Why Design Thinking Is the Next Competitive Advantage, copyright 2009 Roger Martin.
No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@harvardbusiness.org, or mailed to Permissions,
Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.
You can purchase Harvard Business Press books at booksellers worldwide. You can order Harvard
Business Press books and book chapters online at www.harvardbusiness.org/press, or by calling 888-500-1016 or, outside the U.S. and Canada, 617-783-7410.
This document is authorized for use only in PGDM - 06122013 - IV by Prof Sunil Sangra at Birla Institute of
Management Technology (BIMTECH) from June 2013 to September 2013.
c h a p t e r
4
Transforming the Corporation
The Design of Procter & Gamble
p roc te r & gam b le ( p & g ) , the world’s largest consumer packaged-goods company, spent most of the 1990s in a restructuring mode. It actively acquired new businesses,
The Design of Procter & Gamble
How Design Thinking Turned the Business Around
EXCERPTED
FROM
The Design of Business:
Why Design Thinking Is the Next Competitive Advantage
BY
Roger Martin
Buy the book:
Amazon
Barnes & Noble
HarvardBusiness.org
Harvard Business Press
Boston, Massachusetts
ISBN-13: 978-1-4221-5503-5
5502BC
This document is authorized for use only in PGDM - 06122013 - IV by Prof Sunil Sangra at Birla Institute of
Management Technology (BIMTECH) from June 2013 to September 2013.
Copyright 2009 Harvard Business School Publishing Corporation
All rights reserved
Printed in the United States of America
This chapter was originally published as chapter 4 of The Design of Business:
Why Design Thinking Is the Next Competitive Advantage, copyright 2009 Roger Martin.
No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@harvardbusiness.org, or mailed to Permissions,
Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.
You can purchase Harvard Business Press books at booksellers worldwide. You can order Harvard
Business Press books and book chapters online at www.harvardbusiness.org/press, or by calling 888-500-1016 or, outside the U.S. and Canada, 617-783-7410.
This document is authorized for use only in PGDM - 06122013 - IV by Prof Sunil Sangra at Birla Institute of
Management Technology (BIMTECH) from June 2013 to September 2013.
c h a p t e r
4
Transforming the Corporation
The Design of Procter & Gamble
p roc te r & gam b le ( p & g ) , the world’s largest consumer packaged-goods company, spent most of the 1990s in a restructuring mode. It actively acquired new businesses,