{"id":2396,"date":"2019-07-10T12:27:15","date_gmt":"2019-07-10T15:27:15","guid":{"rendered":"https:\/\/cba-design.com\/latam\/projets\/kimberly-clark-3\/"},"modified":"2022-09-13T15:42:14","modified_gmt":"2022-09-13T18:42:14","slug":"kimberly-clark","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/latam\/es\/cases\/kimberly-clark\/","title":{"rendered":"Kimberly-Clark: Cuando la meta es innovar"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2396\" class=\"elementor elementor-2396\" data-elementor-post-type=\"projets\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3f558996 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3f558996\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-58be025d\" data-id=\"58be025d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2f87c1b1 elementor-widget elementor-widget-text-editor\" data-id=\"2f87c1b1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Fundada hace casi 150 a\u00f1os, Kimberly-Clark cuenta con un fuerte legado de innovaci\u00f3n y de c\u00f3mo pionero: desarroll\u00f3 las primeras toallas higi\u00e9nicas femeninas descartables y se enorgullece en afirmar que fue la responsable de crear m\u00e1s de la mitad de las ocho categor\u00edas principales de productos de consumo en las que act\u00faa.<\/p><p>Incluso teniendo un perfil tradicionalmente innovador, se dio cuenta de que sus \u00faltimos a\u00f1os fueron menos revolucionarios de lo que hubieran querido. La autocr\u00edtica sirvi\u00f3 para que un nuevo proyecto tomara forma, en el cual CBA B+G particip\u00f3 activamente.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1a56a4ee elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1a56a4ee\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2265cd6a\" data-id=\"2265cd6a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-754b92ad elementor-widget elementor-widget-image\" data-id=\"754b92ad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1400\" height=\"933\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/Case_KCC_IMG_01_2400x1600-1400x933.jpg\" class=\"attachment-large size-large wp-image-818\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/Case_KCC_IMG_01_2400x1600-1400x933.jpg 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/Case_KCC_IMG_01_2400x1600-1120x747.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/Case_KCC_IMG_01_2400x1600-520x347.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/Case_KCC_IMG_01_2400x1600-768x512.jpg 768w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/Case_KCC_IMG_01_2400x1600-1536x1024.jpg 1536w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/Case_KCC_IMG_01_2400x1600-2048x1365.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-63a7762 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"63a7762\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-58639430\" data-id=\"58639430\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-11b44d79 elementor-widget elementor-widget-cba-gallery\" data-id=\"11b44d79\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"cba-gallery.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t                          <div class=\"double-photos\">\n                <div class=\"left bigger\" style=\"background-image: url(https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/Case_KCC_GRID_01_1380x1260.jpg);\">\n                  <img decoding=\"async\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/Case_KCC_GRID_01_1380x1260.jpg\" alt=\"\" title=\"\">\n                <\/div>\n                <div class=\"right \" style=\"background-image: url(https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/Case_KCC_GRID_01_960x1260.jpg);\">\n                  <img decoding=\"async\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/Case_KCC_GRID_01_960x1260.jpg\" alt=\"\" title=\"\">\n                <\/div>\n              <\/div>\n                                    \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7c368dd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7c368dd\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6a4bf8a2\" data-id=\"6a4bf8a2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-30ef7849 elementor-widget elementor-widget-heading\" data-id=\"30ef7849\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Estructura y proceso para la innovaci\u00f3n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1ee623e9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1ee623e9\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-74175564\" data-id=\"74175564\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-78e4e4e7 elementor-widget elementor-widget-text-editor\" data-id=\"78e4e4e7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>El deseo era claro: acelerar el ritmo de los cambios y mirar solamente m\u00e1s all\u00e1 de los productos, realizando una transformaci\u00f3n integral y estructural. La nueva propuesta de <strong>innovaci\u00f3n<\/strong> de la empresa deber\u00eda tornarla m\u00e1s \u00e1gil, m\u00e1s centrada en las personas y capaz de generar soluciones mejores, mayores y principalmente m\u00e1s osadas. Un proyecto capaz de cambiar la mentalidad de la corporaci\u00f3n en toda Latinoam\u00e9rica.<\/p>\n<p>Para entender el escenario, nuestro equipo de estrategia efectu\u00f3 varias decenas de entrevistas a los directivos de la empresa, elabor\u00f3 y realiz\u00f3 una encuesta interna con m\u00e1s de 70 colaboradores, adem\u00e1s del an\u00e1lisis de las mejores pr\u00e1cticas de innovaci\u00f3n en m\u00e1s de 30 empresas. Tambi\u00e9n realiz\u00f3 tres laboratorios de cocreaci\u00f3n (<strong>SquadLabs<\/strong>), donde el objetivo principal era llegar a un nuevo concepto para acelerar su capacidad de innovar. A trav\u00e9s de un enfoque exploratorio unido al pensamiento anal\u00edtico, desarrollamos una soluci\u00f3n llamada Ecosistema de Innovaci\u00f3n. Un modelo completo que cuenta con estructura (ejes internos, directrices y acciones) y proceso (metodolog\u00eda de innovaci\u00f3n), para que el equipo de Kimberly-Clark pueda realmente retomar su tradici\u00f3n en innovaci\u00f3n y ponerla en pr\u00e1ctica. Un ecosistema capaz de movilizar a una empresa de estructura s\u00f3lida a ser m\u00e1s \u00e1gil e, incluso, a impulsar el poder de la tecnolog\u00eda para alcanzar un potencial transformador que genera un valor \u00fanico para la sociedad.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6da44ea4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6da44ea4\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3c080756\" data-id=\"3c080756\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2b29e4ef elementor-widget elementor-widget-image\" data-id=\"2b29e4ef\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1400\" height=\"655\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/cba_latam_kccnewhorizons_single_2_2400x1600-1400x655.jpg\" class=\"attachment-large size-large wp-image-821\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/cba_latam_kccnewhorizons_single_2_2400x1600-1400x655.jpg 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/cba_latam_kccnewhorizons_single_2_2400x1600-1120x524.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/cba_latam_kccnewhorizons_single_2_2400x1600-520x243.jpg 520w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/cba_latam_kccnewhorizons_single_2_2400x1600-768x359.jpg 768w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/cba_latam_kccnewhorizons_single_2_2400x1600-1536x719.jpg 1536w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/cba_latam_kccnewhorizons_single_2_2400x1600-2048x958.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5b2f093e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5b2f093e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4b87cc83\" data-id=\"4b87cc83\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-360cd8a9 elementor-widget elementor-widget-heading\" data-id=\"360cd8a9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Nuevos horizontes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-636a2c10 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"636a2c10\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6ee5f3ff\" data-id=\"6ee5f3ff\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3d997e74 elementor-widget elementor-widget-text-editor\" data-id=\"3d997e74\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Una vez definido el ecosistema, CBA tambi\u00e9n forma parte del proceso de construcci\u00f3n del pipeline de innovaci\u00f3n de Kimberly a trav\u00e9s de dos sprints. Con una duraci\u00f3n de tres d\u00edas cada uno, estos sprints de innovaci\u00f3n \u2013 New Horizon 2018 y New Horizon 2019 fueron realizados en nuestro hub para poner en pr\u00e1ctica el nuevo ecosistema. <\/p><p>Creemos que el gran diferencial de este proyecto fue trabajar en grupos multidisciplinarios con representantes de toda Latinoam\u00e9rica, siguiendo nuestro modelo human-centric, lo que nos llev\u00f3 a invitar a nuestros consumidores y a diferentes expertos en antroposof\u00eda, tecnolog\u00eda, biomim\u00e9tica etc. Todo esto nos hizo capaces de mirar las categor\u00edas de productos a partir de diferentes puntos de vista y generar casi 500 soluciones.<\/p><p>Las ideas generadas fueron priorizadas, seleccionadas y probadas con los consumidores, de manera tal de poder entrar en sus rutinas para saber lo que piensan, dicen, c\u00f3mo se sienten y act\u00faan frente a las soluciones presentadas.<\/p><p>De esta forma, se definieron acciones clave para hacer que la empresa vaya m\u00e1s all\u00e1 de sus productos tradicionales, incluyendo promesa, canal y ejecuci\u00f3n con proposiciones m\u00e1s osadas, inmediatas y transformacionales. <\/p><p>El nuevo ecosistema, basado en un enfoque m\u00e1s centrado en el consumidor, ya permiti\u00f3 la construcci\u00f3n de un pipeline de innovaci\u00f3n para los pr\u00f3ximos tres a\u00f1os de la empresa. <\/p><p>Al final, todos salieron con la certeza de que la verdadera innovaci\u00f3n es crear y obtener valor a trav\u00e9s de soluciones ganadoras.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3f93983 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3f93983\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6f01466d\" data-id=\"6f01466d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c043455 elementor-widget elementor-widget-video\" data-id=\"c043455\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"Reproductor de v\u00eddeo vimeo\" src=\"https:\/\/player.vimeo.com\/video\/357599904?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=1&amp;portrait=1&amp;byline=1#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e59b4fc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e59b4fc\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-699e87f3\" data-id=\"699e87f3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d9601c5 elementor-widget elementor-widget-image\" data-id=\"1d9601c5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1400\" height=\"796\" src=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/cba_latam_kccnewhorizons_single_9_2400x1600-1400x796.jpg\" class=\"attachment-large size-large wp-image-822\" alt=\"\" srcset=\"https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/cba_latam_kccnewhorizons_single_9_2400x1600-1400x796.jpg 1400w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/cba_latam_kccnewhorizons_single_9_2400x1600-1120x637.jpg 1120w, https:\/\/cba-design.com\/latam\/wp-content\/uploads\/sites\/4\/2021\/02\/cba_latam_kccnewhorizons_single_9_2400x1600-520x296.jpg 520w, 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