How Mondelez learned to fail

Failure is too often a dirty word, especially for big brands; but it needn’t be toxic, argued a representative of international snacking giant Mondelez, because it is a brilliant opportunity to learn.

In building an AI-enhanced site for its retailers, international snack company Mondelez had to adopt a new way of working that subverted its extant process of product development. The company moved its development operation towards an iterative, agile methodology that embraced failure as an opportunity to learn, when creating a customer-facing property.

In outlining this shift in strategy, Kunal Lohia, ITS Marketing Capability Deployment Lead at Mondelez, told the audience at the Festival of Marketing (London, October 2017) that businesses must be prepared to fail if they are to test ideas and build the products that will deliver value to...

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