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Orchestrating Supply Chain Opportunities by Ananth Iyer

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Chapter 3

Reflect.com—Orchestrating Stretch Innovation

How Procter & Gamble Leveraged Innovation on the Internet

Reflect.com was Procter & Gamble’s (P&G’s) failed Internet start-up. We decided to include the story of Reflect.com for one simple reason: One often learns more from failure than from success. And while Reflect.com failed as a business, the lessons learned may well live on in P&G’s products and supply chain choices.

In the late 1990s, P&G was toying with the revolutionary concept of creating a custom beauty brand for the masses. The underlying premise was that if we assume every woman is unique, then her beauty care products should reflect her uniqueness and individuality. The vision was grand: to create custom beauty products (from ...

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