P&G Using Collaboration Systems to Execute Its Business Model and Business Strategy
P&G researchers exchange brand-specific data via collaborative platforms, enabling marketers to use this data to develop more precisely targeted advertising campaigns. Similarly, managers use pooled data to inform their judgments. P&G employs a number of Microsoft technologies, including MS Outlook, MS SharePoint, and others, that provide unified communication, combine phone and data transmission services, enable instant messaging, email and electronic conferences, web conferencing with live meetings, and support content management. P&G makes use of social networking technology. Instead of emails, the firm employs blogs, which are accessible to everyone interested in their content and encourage comments from other readers.
The organization uses connect beam, a search engine that enables staff members to share bookmarks, tag content with keywords that appear in subsequent searches and support social networks among coworkers to aid in more efficient information sharing and finding. Additionally, it makes use of an innovation network that offers access to approximately 5 million digitized research-related papers via a web-based portal. Cisco Telepresence conference rooms, which enable researchers to exchange information and converse, have also been utilized by P&G globally. The Cisco Telepresence offers several advantages, such as reduced travel expenses, a compelling idea flow, and rapid decision-making.
Comparing P&G’s Old and New Processes
Previously, researchers would draw up processes in Microsoft Office, then print them out and paste them into notebooks. The improved information entry method in Teamcenter enables greater cooperation and sharing. Instead of paper copies of notebooks that had to be physically displayed, the usage of online collaboration tools allows for worldwide access and keeps research and material up to date and in real-time.
Other Ways P&G Could Use Collaboration to Foster Innovation
Proctor & Gamble might leverage virtual world technology to construct online 3D worlds populated by employees who have built-in graphical representations of themselves known as avatars. This virtual environment may be used by P&G to host online meetings, training sessions, and lounges (Kenneth et al., 2019). In these virtual spaces, real-world people represented by avatars meet, engage, and share ideas. Text messages, similar to instant messaging, are used for communication. P&G might also employ collaborative Google applications or Google sites, which allow users to establish online swiftly, group editable webpages in minutes and publish a range of items such as calendars, text, spreadsheets, and videos for private, group, or public viewing and editing.
Reference
Kenneth, C., LAUDON, L., & JANE, P. (2019). Management Information Systems: Managing the Digital Firm. Pearson.