write a discussion response with peer reviewed articles for this discussion post: Innovation is a critical driver of competitive advantage and long-term success in today's rapidly evolving global business landscape. Companies that embed innovation into their strategic frameworks can not only adapt to changing markets but can also influence and shape those markets through transformative products, services, and business models. Procter & Gamble (P&G) serves as a compelling example of how innovation fuels strategy, particularly when paired with a global outlook and collaborative ecosystems. P&G's Innovation Strategy and Success Context Procter & Gamble (P&G), a multinational consumer goods corporation, has long maintained innovation as a central pillar of its corporate strategy. Its approach, known as "Connect + Develop," reimagines R&D as an open innovation platform where external collaboration complements internal capabilities. Rather than solely relying on in-house scientists, P&G actively seeks innovation from universities, startups, individual inventors, and business partners across the globe (Dyer et al., 2020). This open innovation model was a strategic response to stagnating product pipelines and increasing global competition in the early 2000s. P&G's leadership, recognizing the limits of internal development, leveraged global networks to source and co-create ideas, resulting in faster product rollouts, reduced R&D costs, and stronger market alignment. One of the flags