The role of technology in the shift towards open innovation: the case of Procter & Gamble

This paper analyses Procter and Gamble’s ‘Connect and Develop’ strategy as a case study of major organisational and technological changes associated with open innovation. Although some of the changes accompanying open innovation are beginning to be described in the literature, further investigation is required into how technological changes have facilitated open innovation strategies, particularly new product development. The case study shows that new technologies for data mining, simulation, prototyping and visual representation, help to support open innovation in Procter and Gamble. The paper recommends that further research be undertaken, into the role played by and the consequences of this technology.

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http://onlinelibrary.wiley.com/wol1/doi/10.1111/j.1467-9310.2006.00429.x/abstract By Mark Dodgson, David Gann and Ammon Salter, The role of technology in the shift towards open innovation: the case of Procter & Gamble, 2006. R&D Management,

Keyword: Open Innovation