Why Gillette must refocus its innovation

11/25/2013 | Robert's Rules of Innovation

Gillette has gone from selling single-blade razors to selling razors with five blades, built-in combs, vibrating handles and long-lasting lubricating strips. There's a limit to how much can fit on a single handle, though, and that's forcing the company to rethink its innovation strategy. The latest Gillette system has just a single blade and is aimed at helping the company reach budget-minded shoppers in emerging markets.

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