Business Case Studies & Business Publications

An Introduction to Innovation in Consume...

Markou, Panos, Cas...

Technical Note

An Introduction to Innovation in Consumer Packaged Goods

Markou, Panos; Casarotti, Fernando

OM-1815 | Published September 24, 2024 | 11 pages Technical Note

Collection: Darden School of Business

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This technical note provides an introductory overview of innovation processes in the consumer packaged goods industry. It explores organizational structures for innovation and details key tools and methodologies used across the project scoping, idea generation, selection, and execution phases of innovation. It also explores the role of emerging technologies such as natural language processing, digital twins, and generative AI in complementing and augmenting innovation processes. The note also includes a mini case study on the launch of a new alcoholic beverage and the important steps that this project traversed.