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Rosenfeld – Creating an Innovation Culture at Kraft




Abstract
Issues
The case is structured to achieve the following teaching objectives:
- To understand the process of using open innovation to gather new ideas
- To recognize the impact of creating a culture of innovation in new product development
- To be aware of the need to manage the innovation process
- To identify the necessity of revamping old brands through new products
- To understand the various aspects to be considered during the development of a successful new product
Contents |
Introduction |
Background Note |
Open Innovation At Kraft |
Leveraging Suppliers |
Sourcing Ideas From Customers |
Innovation Transformation |
Renovation Aging Brands |
Outlook |
Exhibit |
Keywords
Kraft, MiO, Open Innovation, Crowdsourcing, Innovation Culture, New Product Development, Leadership in Innovation, Employee-driven Innovation, Consumer Research, ‘White Space’ Innovation, Diversification, Innovation Brokers, “Field Of Dreams” Strategy, Product Platform, Consumer Insight