P&G Asks: What's the Big Idea?

Now famous for its open approach to innovation, the maker of Pampers and Crest is looking for life-changing product breakthroughs

Of all the firms on the 2007 ranking of the World's Most Innovative Companies, few are more closely associated with today's innovation zeitgeist than our No. 6 company, Procter & Gamble (PG). Once seen as insular, the consumer-products giant is now famous for its open approach to innovation, in which it scours the globe for new products, chemicals, or technologies that can be brought in-house and developed.

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