Between 2000 and 2008 Cincinnati-based Procter & Gamble has seen revenue more than double from $40 billion to $83 billion, while earnings grew from $2.5 billion to more than $12 billion. "This is the kind of performance one expects from an IT company or a firm operating in an emerging market. Not a 200-year-old soap company based in Cincinnati."
The changes at P&G have been credited towards their new dedication to being a leader in innovation. In 2002, Claudia Kotchka was appointed as the company's first VP for design strategy and innovation. Since that time she has changed the way the company operates and made it one of the most innovative companies on earth.
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