Online community platforms – A macro-overview and case study
James KennedyBrainJuicer PLC, United Kingdom
Laurent VerardPhilips Healthcare, United States
OVERVIEW
Introduction
In 2000, AG Lafley, CEO of Procter & Gamble, set the company a goal that by the end of the decade, 50% of all new P&G products and technologies would be sourced from outside of the company, using external networks. By 2006, 35% of P&G's new ideas were reported to be coming from outside the company, and in 2008, Lafley was able to report that P&G's commercial success rate for new brands and products was running at...