Annoyingly, the article doesn't say why Kellogg's stopped their 30 hour work week. Is it unsustainable in the long term? Then it might be a good idea then if A) your business is creative and not an assembly line and B) you plan to sell your business before the strategy becomes unsustainable. They still had a small amount of departments working 30 hour weeks until 1985. When the company was handed over to new management in ~1947, it seems that the management immediately went on a crusade against 30 hour weeks without reason, creating incentives to work in 40 hour week departments and other things.[0]
Personally, I loathed 40 hour weeks at jobs where things are repetitive or physically demanding (I have terrible ankles at 28 from so many on-my-feet positions. I'd probably work 50 hour weeks at a programming gig, switching between studying concepts, coding, and studying existing code simply because you can change up the work sequence.
[0] http://www.orionmagazine.org/index.php/articles/article/2962