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Published by:
IBS Center for Management Research (2017)
15 pages
Data source:
Published sources


This case is about the challenges faced by the new CIO of P&G, Linda W. Clement-Holmes (Linda), in taking the big data strategy of the leading consumer packaged goods company forward. Under her predecessor, Filippo Passerini (Passerini), P&G had leveraged big data successfully in all its business decisions - marketing, product development, supply chain, etc. The company collected consumer data and other data from multiple touch points as part of its digitization drive. The case elucidates the benefits that the company had derived from big data, including cost savings and the speedier roll-out of new products. The case also explores the potential downside of an excessive focus on big data and digitization, including diluting the human touch in the company's interactions with its customers, and other potential risks of employing big data. Linda faced a challenging situation as she tried to take the company's big data strategy forward at a time when P&G was facing difficult times.

Teaching and learning

This item is suitable for postgraduate courses.


Big Data Strategy; Digitization; Adapting data analytics for innovations and decision making; Big data applications in the retail sector; Business decisions; Marketing; Product development; Supply chain; Real-time data


The events covered by this item took place in 2010-2017.

Geographical setting

United States

Featured company

Company name:
Procter & Gamble
Consumer packaged goods

Featured protagonist

  • Linda W. Clement-Holmes (female), CIO

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