To further boost "discontinuous innovation," Procter & Gamble is leading the charge in forming
Cintrifuse, a $100 million venture capital fund-of-funds in
Cincinnati.
The mantra of “discontinuous innovation,”
as initiated by P & G CEO Bob McDonald, is based on the notion of technologies that create entirely new brand categories or new capabilities, rather than just improve an existing product. Creating new categories of revenue streams that are not just incremental, but rather disruptive, is the holy grail for large companies.
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