Case Procter & Gamble: 188 years of dynamic capabilities development. A longitudinal case analysis
Abstract The Procter & Gamble Company (P&G), with 188 years of successful operation in highly dynamic environments, reported fiscal year 2025 net sales of $84.3 billion (P&G, 2025). Founded as a family business in Cincinnati, Ohio, USA., P&G is currently ranked among the world’s leading consum...
| Authors: | ; ; |
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| Format: | Article |
| Status: | Published version |
| Publication date: | 2025 |
| Country: | Chile |
| Institution: | Agencia Nacional de Investigación y Desarrollo |
| Repository: | SciELO Chile |
| Language: | English |
| OAI Identifier: | oai:scielo:S0718-39922025000200108 |
| Online Access: | http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-39922025000200108 |
| Access Level: | Open access |
| Keyword: | Dynamic capabilities (DCs) resource-based view (RBV) qualitative case study theory-building research Procter & Gamble Co. (P&G). |
| Summary: | Abstract The Procter & Gamble Company (P&G), with 188 years of successful operation in highly dynamic environments, reported fiscal year 2025 net sales of $84.3 billion (P&G, 2025). Founded as a family business in Cincinnati, Ohio, USA., P&G is currently ranked among the world’s leading consumer goods companies. This study adopts an exploratory, longitudinal qualitative study approach to examine how P&G has developed, accumulated, and renewed dynamic capabilities over time. The research combines a systematic review of the literature on the resource-based view and the dynamic capabilities framework with the analysis of archival secondary data from authoritative corporate and historical sources, complemented by practitioner-based insights derived from the lead author of this paper (Miguel Ángel López Lomelí) long-term managerial experience within P&G across Mexico, the United States, and Latin America. The objective of the case is to enable readers to analytically examine P&G’s dynamic capabilities and, based on this analysis, assess the firm’s strategic position and propose future-oriented marketing strategies. Additionally, the study proposes a conceptual model for the creation of dynamic capabilities. The explanatory power of this model is analytically validated through its systematic application to the P&G case, demonstrating how managerial behaviour, organisational knowledge management, and social capital interact under conditions of environmental complexity, uncertainty, and dynamism to support sustained superior performance. |
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