When consumers began to be concerned about obesity and diet Mars Incorporated, a US based global snack food manufacturer, set out to leverage its marketing brands and its technical competencies to new applications. However managing new markets, innovating on business models, and developing new routes to the consumer were foreign to R&D and either absent or minimal in other key functions. Consequently, R&D created new product concepts and reached out to other functions in the corporation to deter...
BPIR Categories1.2.3 Identify new innovations that meet customer needs
2.1.6 Identify social & cultural changes
9.4.7 Develop team competencies