UC Irvine's Merage School Research on Strategic Innovation
Contribute Ideas to Innovation@Merage

P&G Changes Its Game

Abstract: P&G is using "design thinking" to tackle difficult business problems. While this may seem like the latest innovation buzzword, P&G is using the technique to generate effective ideas and, more importantly, change its culture.

Published: July 28, 2008 

Author: Jenanne Rae

Link: BusinessWeek



Mike Mata said:

This article tees up the challenge of evolving the corporate culture in a product driven firm to embrace a design approach to product ideation.  The piece presents the concept of inductive/deductive thinking versus the design approach of an emphasis on abductive thinking at a high level.  But, due to the length of the article, it only covered the surface of how P&G was able to effectively change its approach on a broad scale and any measureable results of their efforts.

August 5, 2008 1:12 PM

Leave a Comment