Managing Flow of Information Critical in Ensuring Success in Open Innovation

CLEVELAND, OH and BATTLE CREEK, MI, May 20 (MARKET
WIRE) --
In a new white paper titled "Open Innovation and The Value of Non-Confidential
Exchange," NineSigma and Kellogg Company discuss how to establish Open
Innovation (OI)
strategies while preserving the critical intellectual property of all internal
and
external parties. The paper suggests that by implementing a consistent
process of partner evaluation, non-confidential information can be used to
identify and
qualify new ideas and capabilities from external sources faster and more
effectively
than ever before.

"Using our proprietary process, which facilitates a structured flow of
non-confidential information, NineSigma has helped Kellogg Company establish
relationships with global solution providers that have sparked ideas and
inspired
new solutions to existing challenges," said Paul Stupay, vice president for
NineSigma,
Inc. "Our process helps to protect the information and manage the risks
involved with evaluating external innovations. Effective integration of Open
Innovation with an IP Strategy encourages cultural adoption and consistent
utilization throughout the enterprise."

Stupay outlined three key messages from the white paper:

1. Sometimes organizations jump too quickly to confidential
discussions. This often prevents developers from other areas in
the company from participating in the discussions and, therefore,
the evaluation of external solution providers.
2. In order to facilitate the consistent use of external solutions
and technology, organizations must establish a corporate OI
infrastructure. This will ensure that the OI process consistently
aligns with corporate strategy, structure and culture.
3. An intermediary, such as NineSigma, can develop a customized
process that aligns with an organization's OI infrastructure to
facilitate non-confidential and anonymous discussions.

"At Kellogg Company, we have developed a culture of product
innovation that has helped us become a world leader in the food industry,"
said Silvia Uribe-Saucedo, Advanced Technology Assessment, Kellogg Company.
"During the last several years, with ever-changing business climates and
consumerdemand, we have enhanced our internal innovation processes by engaging
NineSigma
to help us reach out to the global community for new technologies and
opportunities.
As a partner, NineSigma ensures that non-confidential information exchanges with
external
sources operate smoothly and that Kellogg can complete an effective and
efficient review of solution provider capabilities. With the help of an
intermediary and a defined process and infrastructure, we are able to
recognize the numerous benefits of Open Innovation while reducing risks
associated with evaluating external innovators."

To download the complete white paper, visit
http://www.eisenmanagementgroup.com/NineSigmaWP/.

About Kellogg Company

With 2007 sales of nearly $12 billion, Kellogg Company (NYSE: K) is the
world's leading producer of cereal and a leading producer of convenience foods,
including cookies, crackers, toaster pastries, cereal bars, frozen waffles, and
meat alternatives. The company's brands include Kellogg's, Keebler, Pop-Tarts,
Eggo,
Cheez-It, Club, Nutri-Grain, Rice Krispies, Special K, All-Bran, Mini-Wheats,
Morningstar Farms, Famous Amos, Ready Crust and Kashi. Kellogg products are
manufactured in 18 countries and marketed in more than 180 countries around
the world. For more information, visit Kellogg's web site at
www.kelloggcompany.com.

About NineSigma

NineSigma partners with Global 1000 companies to transform their
innovationcapabilities by connecting them with the very best innovators from
around the
world. NineSigma's proprietary process for Open Innovation enables companies to
dramatically improve speed to market while lowering product development costs.
NineSigma's open network of innovators is the largest of its kind and spans
industries, geographies, and technical disciplines. Companies such as Xerox,
GlaxoSmithKline, DuPont, Kraft, P&G, and Unilever engage NineSigma to build new
innovation capabilities that leverage research and innovation globally to
deliver
greater value to their customers. NineSigma is a private company with offices
in the United States, Belgium, and Japan. For more information visit:
www.ninesigma.com.

Media Contact:
Dan Dyer
Email Contact
513-478-7818

Kellogg Media Hotline
Email Contact
269-961-3799

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