How Kimberly-Clark uses global insights to shape North American innovation

This event report describes how Kimberly-Clark, the consumer packaged goods company, uses ethnographic research around the world to drive innovation and incremental growth in its home market of North America where it leads most of its categories.

How Kimberly-Clark uses global insights to shape North American innovation

Geoffrey PrecourtWarc

Kimberly-Clark is an American consumer packaged-goods company that's accustomed to category dominance. Its Kleenex brand is so powerful in many parts of the world that the name is synonymous with its hand-tissue product. And other brands in its stable – Kotex, a feminine-hygiene product, Depend, an adult incontinence offering, Scott paper towels and Huggies diapers – all enjoy nearly the same kind of instant-name-recognition status.

So how does a company like this grow from a dominant position without risking its brand equity? For Kimberly-Clark, it's through a...

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