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Create Competitive Advantage with Innovation (Collection)
book

Create Competitive Advantage with Innovation (Collection)

by Michael Lord, Donald deBethizy, Jeffrey Wager, Inder Sidhu, Alpheus Bingham, Dwayne Spradlin, Luke Williams
December 2011
Intermediate to advanced
968 pages
29h 14m
English
Pearson
Content preview from Create Competitive Advantage with Innovation (Collection)

Chapter 2. New & Improved and The Next Big Thing: Sustaining and Disruptive Innovation

When people think of innovation, they tend to envision life-saving medical devices or advanced solar-powered energy panels. Laundry detergent, however, isn’t something that typically leaps to mind.

But it does to the men and women of Procter & Gamble (P&G). Their new liquid laundry detergents may never win FDA approval or push the envelope of photovoltaic materials, but they are transforming the way Americans wash their clothes and could someday do the same for consumers in other countries if P&G has its way. That’s a big deal considering that the worldwide market for textile cleaning products is expected to grow to $43 billion by 2013, according to Datamonitor. ...

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Publisher Resources

ISBN: 9780132935623