Minding the product transition gap: How digital qual helped P&G solve a diaper dilemma
Andrew SauerThe Procter & Gamble Company, USASteve AugustRevelation, USA
Introduction - Perils and opportunities of product transition
A young couple welcomes a child into their lives and suddenly the cute little hatchback starts looking a little too small. A phone falls to the ground and the screen cracks, sending the owner to the store to buy a new one. A college graduate finds he or she needs a new wardrobe for their first job. What do these events all have in common? They...