The evolution of Procter & Gamble, the development of efficient consumer response (ECR) involved a series of studies, solve in order diapers on the basis of product movement, a conscious effort to move to a new means of distribution over all lines, a first cut distribute to a new system, and finally the development of the existing mix of integrated IT systems linking the value chain from factory to shelf.

The evolution of Procter & Gamble, the development of efficient consumer response (ECR) involved a series of studies, solve in order diapers on the basis of product movement, a conscious effort to move to a new means of distribution over all lines, a first cut distribute to a new system, and finally the development of the existing mix of integrated IT systems linking the value chain from factory to shelf.
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from
James L. McKenney,
Theodore H. Clark
Source: HBS Premier Case Collection
20 pages.
Release Date: 31, March 1995. Prod #: 195126-PDF-ENG
Procter & Gamble: Improving Consumer Value Through Process Redesign HBR case solution

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