Hershey : Incorporating artificial intelligence as a partner in product and marketing innovation / Greg Kihlstrom.

Format:

Book

Author/Creator:

Kihlström, Greg, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Hershey Company--Case studies.

Hershey Company.

Artificial intelligence--Business applications--Case studies.

Artificial intelligence.

Artificial intelligence--Marketing applications--Case studies.

Technological innovations--Case studies.

Technological innovations.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2026.

Summary:

The pressure to incorporate and effectively utilize artificial intelligence (AI) in organizations is growing. This case discusses how The Hershey Company adopted AI to accelerate innovation in product development and creativity in marketing new and existing products. By incorporating generative AI platforms such as Ai Palette and ZS, Hershey reduced its product concept-to-market timeline from several months to mere weeks. The platforms also rapidly synthesized massive consumer data, revealing unexpected flavor trends like Blueberry Muffin Kit Kat. Students will be prompted to consider relationships between the techniques that Hershey employed and the key tenets of Innovation Diffusion Theory (IDT), which include capitalizing on relative advantage, compatibility with existing processes, observability of quick wins, and effective internal communication channels to build momentum for innovation.

Notes:

Description based on XML content.

ISBN:

979-83-488-3667-2

OCLC:

1569208649

Publisher Number:

T299734