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

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.