When an industry goes in turmoil, it might be due to a form of innovation. That doesn't necessarily need to be disruptive innovation, it can be innovations in sales, marketing, manufacturing or cost savings that allows lower prices. All companies are in a constant state of change in order to give themselves an advantage and that is part of this whole process.
Some of the most innovative companies are those like Google, P&G and Lego who involve a very open effort for ideas. In the case of Proctor and Gamble they have always been committed to leveraging customer feedback and quantitative data to better get new ideas. Most companies don't want to open themselves up to outside ideas and it's not a safe feeling to foster divergent ideas and opinions, but it's a sign of a great leader if they do.
Further reading: https://hbr.org/2017/03/how-to-push-your-team-to-take-risks-and-experiment
