The ‘want find get manage’ (WFGM) framework for open-innovation management and its use by Mars, Incorporated

Abstract: This chapter examines the role of the ‘want find get manage’ (WFGM) model in assisting firms to execute open innovation effectively. Specifically, the way the WFGM framework has been formulated to meet Mars, Incorporated’s particular needs and context is discussed and its application to collaborative knowledge-creation processes is described. The WFGM model has significantly increased the success rate of collaborative projects by forcing business teams to be clear about their resource needs, before they go out to find them and search for potential innovation partners, and before they build the deal and then manage the consequences.

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