The Leadership Network website presented a case study of  Proctor and Gamble using an Innovation Matrix to help  understand how the innovation capability of firms evolves over time. In the late 1990s, P&G’s innovation program had lost its way. Successful product innovation was at the centre of their competitive strategy, but their performance had been slipping. P&G had reviewed their R&D strategy and increased their R&D budget. The problem was that the increased R&D spending didn’t improve their performance.

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