You can't force-feed people Oreos, says Mondelez CEO

05/9/2013 | Smart Business online

Mondelez International -- formerly Kraft Foods -- is learning to be more flexible as it expands its global reach, says CEO Irene Rosenfeld. Instead of taking U.S. products such as Oreos and inflexibly trying make it popular in China, Mondelez is adopting a more adaptive strategy that caters products to local tastes. "“When we allowed our local managers to redesign our product for the local taste and local customs, we had a phenomenal turnaround," Rosenfeld says.

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