Publications
Publications
- March 1995
- HBS Case Collection
Procter & Gamble: Improving Consumer Value Through Process Redesign
Abstract
The evolution of Procter & Gamble's development of efficient consumer response (ECR) involved a series of trials, a resolve to distribute diapers on the basis of product movement, a conscious effort to move to a new means of distribution across all lines, a first cut at a new system, and finally, the development of the existing mix of integrated IT systems linking the value chain from factory to shelf.
Keywords
Technology; Organizational Change and Adaptation; Customer Value and Value Chain; Consumer Products Industry
Citation
McKenney, James L., and Theodore H. Clark. "Procter & Gamble: Improving Consumer Value Through Process Redesign." Harvard Business School Case 195-126, March 1995.