Successful strategic re‐orientation: lessons from Cadbury's experience: An interview with Todd Stitzer, Chief Executive of Cadbury

Abstract

Purpose

The purpose of this paper is to demonstrate how key strategic decisions are made in practice at a successful FTSE 100 company.

Design/methodology/ approach

The paper is based on semi‐structured interview with the Chief Executive of Cadbury, Mr Todd Stitzer. Mr Stitzer has successfully steered the strategic transformation at Cadbury.

Findings

The paper sheds light on ingredients of successful transformation, key elements of successful mergers and acquisitions, strategy implementation, and the link between corporate responsibility and strategy.

Research limitations/implications

The paper presents views of a successful chief executive of a FTSE 100 company. It provides an insight on how strategy is made and executed.

Originality/value

The paper bridges the gap between theory and practice. It provides a practical view and demonstrates how a leading chief executive thinks about key strategic issues.

Citation

O'Regan, N. and Ghobadian, A. (2009), "Successful strategic re‐orientation: lessons from Cadbury's experience: An interview with Todd Stitzer, Chief Executive of Cadbury", Journal of Strategy and Management, Vol. 2 No. 4, pp. 405-412. https://doi.org/10.1108/17554250911003863