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INTRODUCTION

Cadbury Schweppes is a UK-based beverage and confectionary group founded in 1969 with the merger of two English groups (Cadbury and Schweppes). This family-managed group grew and flourished through the years. It became an international major player in the late 80s and was admired by its peers for such an ascent.

In 1990 the group bought two little entities from the same business and merged them into a single unit: Trebor Bassett. The CEO of this unit soon became the CEO of the group (1993) and he then realized that the success of the past years was seriously in danger and that a real turn needed to be taken. John Sunderland (CS'CEO) and John Stake (Human Resources Director) decided to spend time trying to understand the problem and finding the adapted solutions.

Let us see how to change from a budget-driven strategy to a sustainable value-driven strategy.

The following pages will try to show how the precedent success was in fact a satisfactory......

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Approximate Word Count: 4248
Approximate Pages: 17 (250 words per double-spaced page)

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