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.
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