https://hbr.org/2011/06/how-pg-tripled-its-innovation-success-rate

An incredibly insightful application of Ansoff’s Matrix for P. & G., extending the product lifecycle of a 50 year old laundry detergent by diversifying into a range of complimentary products in order to increase revenues and profits.

I suggest you reflect on how such horizontal diversification could crop up within the Scent case study, with new complementary products such as moisturisers, shower gels et al to differentiate themselves from their competitors. The lessons for leaders are well worth considering too, to contextualise the leadership element of your E2 syllabus.

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