Question
Case 2: In 1989, Kraft's parent company merged Kraft and General Foods. In 2000, Kraft bought Nabisco Holdings, and in 2009 bought Cadbury for about
Case 2:
In 1989, Kraft's parent company merged Kraft and General Foods. In 2000, Kraft bought Nabisco Holdings, and in 2009 bought Cadbury for about US$19 billion, making Kraft a "global confectionery leader." At the time, Cadbury was the second-largest confectionery brand in the world after Wrigley's.
a. Describe the strategic intent of the case study
b. Justify your answer
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Management A Practical Introduction
Authors: Angelo Kinicki, Brian Williams
1st Edition
0078094054, 978-0078094057
