Kraft will split off its global snack business this year, naming it Mondelez International. The name came

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Kraft will split off its global snack business this year, 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?

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Business Research Methods

ISBN: 978-0073521503

12th edition

Authors: Donald R. Cooper, Pamela S. Schindler

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