Kraft split off its global snack business, naming it Mon$-$

delez International. The name c a m e from a massive

name suggestion program from Kraft employees, involv$-$

ing 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?