Teaching Case - Open Innovation - Connect and Develop at PG - HBR 2006开放式创新以宝洁公司为例
The Osaka Connection In the connect-and-develop world,chance favors the prepared mind.When one of P&G’s tech-nology entrepreneurs discovered a stain-removing sponge in a market in Osaka,Japan,he sent it to the company for evaluation.The resulting product,the Mr.Clean Magic Eraser,is now in
third-generation development and has achieved double its projected revenues.
German chemical com-
pany BASF manufactures
a melamine resin foam
called Basotect for sound-
proo?ng and insulation in
the construction and auto-
motive industries. LEC, a Tokyo-based consumer-products company, markets Basotect foam in Japan as a household sponge called Cleenpro.
Basotect is packaged
as-is and launched
nationally as Mr. Clean
Magic Eraser.
The ?rst cocreated Basotect product, the Magic Eraser Duo, is launched nationally in
the United States.The cocreated Magic Eraser Wheel & Tire is launched nationally in the United States.
BASF and P&G con-tinue to collaborate on next-generation Magic Eraser products.Mr. Clean Magic Eraser is
launched in Europe.
BASF and P&G researchers
collaborate in shared labs
to improve Basotect’s
cleaning properties, dura-
bility, and versatility.Market research con?rms
enthusiasm for the prod-
uct. The product is moved
into portfolio for develop-
ment; P&G negotiates pur-
chase of Basotect from
BASF and terms for further
collaboration. A Japan-based technology en-trepreneur with P&G discovers the product in an Osaka gro-cery store, evaluates its mar-ket performance in Japan, and establishes its ?t with the P&G home-care product develop-ment and marketing criteria.
The technology entrepreneur
sends samples to R&D product
researchers in Cincinnati for
performance evaluation and
posts a product description and
evaluation of market potential
on P&G’s internal “eureka
catalog” network.
2001DISCOVER 2002
EVALUATE
2003
LAUNCH
2004COCREATE
Harvard Business Review Notice of Use Restrictions, May 2009
Harvard Business Review and Harvard Business Publishing Newsletter content on EBSCOhost is licensed for the private individual use of authorized EBSCOhost users. It is not intended for use as assigned course material in academic institutions nor as corporate learning or training materials in businesses. Academic licensees may not use this content in electronic reserves, electronic course packs, persistent linking from syllabi or by any other means of incorporating the content into course resources. Business licensees may not host this content on learning management systems or use persistent linking or other means to incorporate the content into learning management systems. Harvard Business Publishing will be pleased to grant permission to make this content available through such means. For rates and permission, contact permissions@https://www.wendangku.net/doc/8c6438044.html,.