P&G acts to recharge its innovation

01/23/2013 | HAPPI magazine

Procter & Gamble has formed a development team that includes its research-and-development leaders, marketers, industrial designers and other stakeholders. Among upcoming products is Cascade Platinum, a dishwashing detergent that cleans the machine and dishes. "Innovation is at the heart of everything we do at P&G. It differentiates our brands, prevents commoditization of categories and brands and wins the consumer-value equation," said Bruce Brown, chief technology officer.

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