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Three mistakes Kraft made

Published on .

* Being too slow. Kraft's DiGiorno product Ultimate, stymied under previous management, was brought to market in 18 weeks.

* Missing opportunities. The company failed to leverage its breadth and is using the company's components to make complete meal kits-while adding things it doesn't now sell, such as lettuce.

* A frozen organization. Kraft now promises less conformity and more candor, less caution and more courage, less consensus and more action.
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