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Kraft split off its global snack business

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Kraft split off its global snack business, naming it Mondelez International. The name came from a massive name suggestion program from Kraft employees, involving more than 1,700 names by more than 1,000 Kraft employees over a five-month process. The name plays on the connotation of "delicious world." How would you design this process to ensure that viable names were produced?

Book: Business Research Methods 13th Edition / Author: Pamela S. Schindler

 

Reference no: EM132580056

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