Sweet! Four steps Hershey’s uses to reduce innovation risks

Deborah Arcoleo is Director of Adjacency Innovation for The Hershey Company, where she is regularly involved with conducting in-market experiments for new products; getting real-time feedback from shoppers; and using that feedback to improve products, packaging, placement, and more.

Arcoleo has more than 30 years experience as a consultant and innovator helping companies with strategic growth and large-scale change. Before joining Hershey, she held innovation roles at Campbell Soup Company, J&J Consumer Group of Companies, and Pfizer Consumer Healthcare. Her earlier career was spent in management consulting with McKinsey & Company, KPMG, Ernst & Whinney and her own firm. Her essay on how “How to De-Risk Innovation ‘Seeds'” will appear in “Innovation Alchemists,” a forthcoming e-book. We’re offering an advance look at it here.

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