Cadbury : case study

The chewing gum category is one of the fastest growing segments of confectionery in the country. For confectionery giant, Cadbury, this meant that, as one of the newer categories within the Cadbury portfolio, the company needed to ensure that employees had a strong, in-depth understanding of both the product and consumer in order to maximize sales. To achieve this, Cadbury looked to employee engagement specialists - Actuate - to assist them.

• 저널Journal of Marketing · 2011(—) · 30–
• 토픽Business Strategy and Innovation · Strategy and Management
• 저자Renee Schonborn