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Publications

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  • November 1994
  • Case

Kraft General Foods - Risk Management Philosophy

By: Ray A. Goldberg
Keywords: Risk Management; Food and Beverage Industry
Related
  • March 1991 (Revised May 1995)
  • Case

Kraft General Foods: The Merger (A)

By: David J. Collis
Describes Philip Morris' acquisitions of General Foods in 1985 and Kraft, Inc. in 1989, focusing on the integration of Kraft and General Foods that forms a $30 billion food subsidiary. Details the steps required to merge these two large companies, emphasizing the... View Details
Keywords: Mergers and Acquisitions; Business Subsidiaries; Business or Company Management; Managerial Roles; Business Processes; Cooperation; Integration; Food and Beverage Industry
Related
  • April 1995 (Revised May 1995)
  • Case

Kraft General Foods: The Merger (B)

By: David J. Collis and Elizabeth Wynne Johnson
Discusses the recent decision to blend the previously separate Kraft and General Foods units into one operating company with a focus on the creation of a single massive sales force. View Details
Keywords: Mergers and Acquisitions; Salesforce Management; Corporate Strategy; Food and Beverage Industry; Food and Beverage Industry
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  • January 2022 (Revised November 2023)
  • Case

Expanding the Culture of Learning at Kraft Heinz

By: Ashley V. Whillans and Carolyn Watson
The Kraft Heinz Company (KHC) was an American food company formed in 2015 by the merger of Kraft Foods Group, Inc and the H.J. Heinz Company. The company sold food products like Heinz Ketchup, Kraft Mac & Cheese, Kool-Aid, and Philadelphia cream cheese to supermarkets,... View Details
Keywords: Learning; Culture; Work Culture; Workplace Practices; Mergers; Mergers and Acquisitions; Competitive Advantage; Human Capital; Training; Performance Evaluation; Growth and Development; Personal Development and Career; Employee Relationship Management; Organizational Change and Adaptation; Organizational Culture; Food and Beverage Industry
Related
  • November 2017 (Revised November 2021)
  • Case

Irene Rosenfeld at Mondelēz International: Crafting a Corporate Strategy

By: Raffaella Sadun, David J. Collis, Amram Migdal and Kerry Herman
The case focuses on Irene Rosenfeld’s tenure as CEO of the global snack food company Mondelēz International. Beginning in 2006, she had led the company through many acquisitions, including France’s LU Biscuit and British confectionery company Cadbury, before, in 2012,... View Details
Keywords: Snack Food; Snack; Global Snacking; Packaged Food; Consumer Packaged; Kraft Foods; Kraft; Agribusiness; Change; Change Management; Corporate Strategy; Transformation; Geography; Geographic Scope; Global Strategy; Leadership; Leadership Style; Leading Change; Management; Business or Company Management; Growth and Development Strategy; Management Style; Marketing; Brands and Branding; Demand and Consumers; Consumer Behavior; Organizational Change and Adaptation; Planning; Strategic Planning; Strategy; Food and Beverage Industry; Illinois
Related
  • April 2019 (Revised October 2020)
  • Case

Kraft Heinz: The $8 Billion Brand Write-Down

By: Jill Avery
On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down,... View Details
Keywords: Brand Management; Brand Value; Brand Equity; Marketing ROI; Brand Storytelling; Intangible Assets; Brand Valuation; Marketing; Marketing Strategy; Brands and Branding; Management; Corporate Strategy; Consumer Behavior; Food; Marketing Communications; Advertising; Private Equity; Food and Beverage Industry; Food and Beverage Industry; United States; North America
Related

    James L. Kraft

    Kraft created a multi-million dollar processed food supply company. He was instrumental in perfecting the method of preserving cheese, so that it could be stored for a longer period of time in any climate.... View Details
    Keywords: Food & Tobacco
    • May 2020
    • Teaching Note

    Kraft Heinz: The $8 Billion Brand Write-Down

    By: Jill Avery
    Teaching Note for HBS Case No. 519-076. On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had... View Details
    Keywords: Marketing; Marketing Strategy; Brands and Branding; Food and Beverage Industry; Food and Beverage Industry; United States
    Related
    • 2002
    • Book

    Efficient Customer Relationship Management: How Procter & Gamble, Kraft Foods and Henkel Manage Their Customer Relationships

    By: Tom Gawlik, Joachim Kellner and Dirk Seifert
    Related
    • May 2017 (Revised February 2024)
    • Case

    Battle for the Soul of Capitalism: Unilever and the Kraft Heinz Takeover Bid (A)

    By: William W. George and Amram Migdal
    This case describes Kraft Heinz Company’s (KHC) February 2017 unsolicited $143 billion takeover offer to acquire Unilever. The offer was made to Unilever CEO Paul Polman by KHC chairman Alexandre Behring, who was also co-founder and CEO of Brazilian-based 3G Capital... View Details
    Keywords: Acquisition; Value Creation; Decision Choices and Conditions
    Related
    • 25 Mar 2015
    • News

    Kraft to Be Acquired by Brazil’s 3G Capital

    Keywords: Food and Beverage Stores; Food and Beverage Stores
    • June 1991 (Revised June 1995)
    • Teaching Note

    Kraft General Foods: The Merger (A) and (B), Teaching Note

    By: David J. Collis
    Teaching Note for (9-391-139) and (9-795-153). View Details
    Keywords: Food and Beverage Industry
    Related
    • December 2017
    • Case

    Mondelēz International

    By: David Bell, Kerry Herman and Amram Migdal
    Mondelēz International is a packaged foods company competing primarily in “snacks” around the globe. The case describes how and why the Kraft Inc. CEO, and later Mondelēz CEO, Irene Rosenfeld, created Mondelēz and how she positioned it as a growth company at a time... View Details
    Keywords: Agribusiness; Food; Growth and Development Strategy; Food and Beverage Industry; Europe; Asia; China; Latin America; Middle East
    Related
    • June 1995 (Revised February 1997)
    • Case

    Ready-to-Eat Breakfast Cereal Industry in 1994 (A), The

    Ready-to-eat breakfast cereal has historically been a stable and highly profitable industry, dominated by the Big Three of Kellogg, General Mills, and Kraft General Foods (Post). In 1994, private label cereals are making significant market share gains, and promotional... View Details
    Keywords: Competition; Food; Brands and Branding; Food and Beverage Industry; United States
    Related
    • November 2005 (Revised August 2007)
    • Case

    ConAgra Foods: The Next Chapter

    By: Ray A. Goldberg and Mary L. Shelman
    In 2005, CEO Bruce Rohde has almost completed the integration of ConAgra Foods' collection of 90 independent operating companies into a focused, value-added firm and was beginning to think about his successor. ConAgra had become the second largest food company and No.... View Details
    Keywords: Change Management; Corporate Strategy; Leading Change; Management Succession; Strategic Planning; Brands and Branding; Food; Agribusiness; Product Marketing; Management Teams; Transformation; Customer Focus and Relationships; Food and Beverage Industry; Food and Beverage Industry; United States
    Related
    • 28 Jun 2017
    • News

    Patent Trolling Isn’t Dead — It’s Just Moving to Delaware

    • 15 Jan 2018
    • Research & Ideas

    A Better Business Model for Fighting Cancer

    in startup mode. Currently the Kraft team is tracking three ongoing trials for pancreatic cancer, glioblastoma, and multiple myeloma, and has met with the US Food and Drug Administration to discuss... View Details
    Keywords: by Julia Hanna; Health; Pharmaceutical
    • 05 Jun 2018
    • First Look

    New Research and Ideas, June 5, 2018

    Mondelēz International Mondelēz International is a packaged foods company competing primarily in “snacks” around the globe. The case describes how and why the Kraft Inc. CEO, and later Mondelēz CEO, Irene... View Details
    Keywords: Dina Gerdeman
    • December 2017
    • Supplement

    Bega Cheese: Bidding to Bring Vegemite Back Home

    By: Benjamin C. Esty and Lauren G. Pickle
    In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business which included several leading consumer brands (Vegemite—the iconic Australian spread,... View Details
    Keywords: Mergers ＆ Acquisitions; Value Drivers; Discounted Cash Flow (DCF); Dairy Industry; Corporate Scope; Diversification; Consumer Goods; Iconic Brands; Australia; Corporate Finance; Bidding Strategy; Cross Border; Mergers and Acquisitions; Valuation; Value Creation; Business Divisions; Capital Structure; Food; Bids and Bidding; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Australia; United States
    Related
    • 24 Jul 2012
    • First Look

    First Look: July 24

      PublicationsThe Need for Sector-Specific Materiality and Sustainability Reporting Standards Authors:Robert G. Eccles, Jr., Michael P. Krzus, Jean Rogers, and George Serafeim Publication:Journal of Applied Corporate Finance (forthcoming) Abstract Even though the... View Details
    Keywords: Sean Silverthorne