Accelerating the innovation cycle through intermediation: the case of Kraft’s melt-proof chocolate bars

Abstract: The successful use of open innovation by Kraft to find solutions for melt-proof chocolate bars is described. A problem broadcasting methodology enabled Kraft to reach out to over 10 000 relevant experts with this specific challenge and solutions were proposed from the open global innovation community (crowdsourcing). The key recommendations for organizations to become more successful in open innovation are summarized as clearly defined problem ownership, creating a good open-innovation environment, deciding about the span of control, creating realistic timelines and budgets, and deciding resource allocation.