What do

CONTEMPORARY stakeholders
want from
the company

ISSUES IN – what
strategy do
companies
MARKETING employ to
respond

Kasia, Nancy, Pek, Jo

 Cadbury’s Stakeholders

Primary Secondary
 REFERENCES

 Th e Ti m e 10 0 , C ad bury 's En ga gi ng sta keh o ld ers in a

bu sin ess . Av ai l a bl e fr om :
ww w.th e ti m e s1 00 .c o.uk / dow nl oad s/ c a dbu ry/ c ad bur y_1 0 _
4.doc [ Acc e s se d 25 Fe br ua ry 2 0 11 ].
 Sk i l l s s pac e , C a dbu ry -S kil l sp ac e-Bu sin ess St udies 1 4 to
16 –Stak eho lde rs. Av a i l a bl e from :
h ttp://w ww. sk i l l ss pa ce .co .uk / bus i n e ss _s tud i e s/ 14 to1 6/ s
ta ke h ol de rs / de fa ul t.as p [ Acc e s se d 25 Fe b rua ry 2 0 11 ].
 Ri c ha rd s, R., 20 0 9. S ta keh o ld er T h eo ry . S t. Am bro se
Uni v e rs i ty. Av ai l ab l e fro m:
h ttp://w ww. sl i d e sh a re .n e t/ ti m g a y/ sta k e hol de r -th e ory
[ Ac c e ss e d 24 Fe b rua ry 2 01 1 ].
 K raft Foo ds Re sp ons i b i l i ty R e por t, W o rki ng to Bu ild a
Better W o rld . Av a i l a bl e from :
www.kraftfoodscompany.com/responsibility [Accessed
24 February 2011].