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Case Study : ' Original Altruistic Spirit ' Destroyed After Kraft Company

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Was Cadburys “original altruistic spirit” destroyed after Kraft purchased the company?
Financialization has been taking place since the 1980s (Froud et al., 2006) and involves interaction of financial intermediaries with management consultants to generate shareholder value (Jensen 1988). Shareholder value can be increased by making a firm more efficient for example cutting costs and boosting profitability. Kraft took over Cadbury in January 2010 after Cadbury Chairman Roger Carr accepted a £11.9 billion bid worth 850p per share. Cadbury, founded in 1831 (Cadbury 1999), was operated under strict Quaker values placing emphasis on employee welfare and product innovation leading to a product and altruistic spirit within the firm. Financialization resulted in the market for corporate control (Jenson 1988), which gives empowerment to the shareholders, and ultimately opened the door for Kraft’s takeover of Cadbury. In this essay I will discuss the existence of Cadburys altruistic spirit when the firm was taken over and the factors which caused the takeover relating to shareholder values. I believe that the takeover didn’t result in the destruction of the altruistic spirit because financialization and share value have been diminishing this spirit before Kraft took over Cadbury in 2010. To reach this conclusion I will firstly show how shareholder values outweigh an ethical business culture when firms are influenced by the capital market. I will follow this up analysis of how Cadbury

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