White tte company was busy rolling out products like Jell-0 gel cups, Mint Oteos, and Ocsy Gooey wstm lj' Cftewy Chips Ahoy!, it missed some important trends in supermarket food. As supermarkets' own prívale labels pul out deeply discounted etieeses antf cookies and oltier processed foods, Kralt has become increasingly perceived as loo high-priced. More important. Kraft neglected the trend toward healthier products with organic ingredients and less fat. Alejigsidc brands like Stonyfield Farm, Starbucks, or SilkSoy producís, Kraft has begun looking more like a pro' ducer of expensive pnocessett food.11
Organizations arc Set up as efficient machines, and it is difficult to change one pan without adjusting everything else. Vet organisations can he changed through strong leadership, preferably in advance of a crisis. The key to organizational health is willingness to examine the changing environment and to adopt new goals and behaviors.
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