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Note: INSEAD used to offer free evaluation copies of their cases. They no longer do...

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It's a critical time for Procter and Gamble - no fun or games. The company is planning product development through a major pan-European project. It must consider intricacies such as cross-border processes and interaction between strategic and organisational developments. Read why Professor Paul Verdin, Professor Christopher A. Bartlett and co-author Alice De Koning propose a bit of "play time" at this juncture - role-playing time, that is.

Can a consumer product be launched globally in a short time? It can if sufficient resources and time are allocated to planning the effort.

Tide detergent was disruptive technology at its best, positioning Procter & Gamble for decades of growth. An excerpt from Rising Tide, a new history of Procter & Gamble from Harvard Business School Press.

Note: Older EBF articles are not currently online. I'm not sure if this is temporary or permanent. If you click you will be taken to the Archive.org site to find an archived copy.

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This article explores the launch of the Procter & Gamble consumer brand Charmin. It was excerpted from a case study prepared by Professor Bodo Schlegelmilch and Assistant Professor Tina Claudia Chini of Vienna University of Economics and Business Administration

Behind many a successful product, there’s a sharply focused intention to improve lives.