Evolution of Strategy at Procter & Gamble This feature explores the evolution of Procter & Gamble's global strategy. In 1915, Procter & Gamble opened its first foreign operation in Canada. In the 1950s and 1960s, P&G expanded into Western Europe, and then, in the 1970s, into Japan and other parts of Asia. Throughout this expansion, the company maintained all product development at its Cincinnati, Ohio headquarters, while each subsidiary took on the responsibility for manufacturing, marketing, and distributing the products. P&G shifted its strategy in the 1990s, closing several foreign locations and moving to a more regional approach to global markets. In 1999, the company implemented "Organization 2005," a business unit approach whereby different units are entirely responsible for generating profits for a product group. Discussion of this feature can begin with the following question How would you characterize Procter & Gamble's current strategy? What challenges do you foresee with the new strategy?
Evolution of Strategy at Procter & Gamble
This feature explores the evolution of Procter & Gamble's global strategy. In 1915, Procter & Gamble opened its first foreign operation in Canada. In the 1950s and 1960s, P&G expanded into Western Europe, and then, in the 1970s, into Japan and other parts of Asia. Throughout this expansion, the company maintained all product development at its Cincinnati, Ohio headquarters, while each subsidiary took on the responsibility for manufacturing, marketing, and distributing the products. P&G shifted its strategy in the 1990s, closing several foreign locations and moving to a more regional approach to global markets. In 1999, the company implemented "Organization 2005," a business unit approach whereby different units are entirely responsible for generating profits for a product group. Discussion of this feature can begin with the following question
How would you characterize Procter & Gamble's current strategy? What challenges do you foresee with the new strategy?
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