P&G website makes this point on consumer driven innovation(CDI):
We’re also changing the way we innovate. Big ideas are no longer the exclusive domain of big Research & Development departments – up to 30% of patents are now filed by small companies and entrepreneurs. Today’s ideas are widely dispersed – and the internet makes them easier to share or find. The future of R&D is C&D: Connect & Develop – collaborative networks that are in touch with the 99% of research that we don’t do ourselves. We want to keep leading innovation and Connect & Develop is crucial for our future growth.
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