MRA enlisted several researchers attending the Corporate Researchers Conference in Dallas last week to report back summaries & insights from the conference sessions. This report is on “Getting Things Done – Minimizing Hurdles in Global Innovation” by Theresa Farrell, Marketing Research Technical Leader at Kimberly-Clark.
Speaker’s 3 takeaways:
- Align learning by keeping global learning plans. Make sure they are aligned to overall strategy
- Create accountability by getting all global teams involved
- Get a global view and get creative.
Key global issues facing Kimberly Clark:
- Aligning key stakeholders to global initiatives
- Low alignment between units and regions
- Little knowledge sharing
- Lack of communication
- Tend to be unresponsive
- Few strategies
- Lack of momentum from year-to-year
- Global learning plans
- Communication touch points
- Engagement and accountability
Define key strategies for support, that are hypothesis driven and contain standardized procedures.
- Strategy and priority alignment
- Streamline approval process
- Cost savings
- All aspects of research together.
- Regular project summary updates
By doing this Kimberly Clark created one global:
- Segmentation model
- Strategic target
- Brand profile