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Impact of cultural variety: Cadbury and Kraft.

Cultural variety has great influence available organization when it's being seen globally. When business is no more limited to its normal geographical boundary it becomes necessary to involve local people in the workforce along with mother or father countries, so it becomes very necessary to create a common culture within the organization to meet up with the requirements of business objectives. So from other perspective cultural variety becomes the need for the organizations heading internationally. Contribution of Cultural Diversity towards development and growth of any business group and with special mention of the merger of Cadbury and Kraft is the basic focus of this essay. According to the requirement of the article topic publisher has structured this article in the circulation starting with detailing this is and meaning of "culture", "Cultural Diversity", "Need for cultural variety" and pros and cons of merger of Cadbury & Kraft from view point of ethnic diversity". Further creator is detailing theory of social Diversity and dialogue on how social Variety will be significant to the development of global business. Following this author analyzing the subject- Impact of social variety on merger of Cadbury & Kraft. Then finally author giving overall evaluation of the topic area worried- Impact of ethnic variety on merger: Cadbury & Kraft has been assessed.

Culture: Culture is something that is being carry forwarded from earlier, and it is related to habit patterns, beliefs etc.

The same can be understood by referring dictionary meaning of the same. "The totality of socially transmitted behavior patterns, arts, beliefs, corporations, and all the products of human work and thought. " http://dictionary. reference. com/browse/culture

Adler (2002) discussed the pressure of ethnic variety on multinationals and global firms, stating that now a days it becomes very evident that national social dissimilarities are significant impact but on the other side alder said that comparative impact be based upon the level of the expansion of organization, industry and world market.

So to understand the value of cultural diversity at work place it is very important to understand the organizational culture first.

Organisational Culture:

Organisational culture is not different from normal culture what we should mean in our daily life. It is basically one common set of guidelines, values, beliefs placed by organizational associates to check out while action within and outside of the organization. It represents a perception placed by the organisation's people. It is like the culture of a family and particular community-that dictate how each members of the family or community will respond and act to the other person and with beyond the home or community. Business organizations also have civilizations that govern how each employees will react keeping in mind values of the organization, rituals, procedures etc.

Cultural Variety:

Ethnic, gender, racial, and socioeconomic variety in a situation, organization, or group; the coexistence of different ethnic, gender, racial, and socioeconomic groups within one cultural unit. http://dictionary. reference. com/browse/cultural+diversity. Based on the above meaning of cultural variety it could be understood in a manner that it is the combination of gender, ethnic people, different racial people, variety of thinking, beliefs etc. if we discuss from the view point of ethnic diversity within an organization then it would refer to a business where people (workforce) of different background, gender, contest, ethics beliefs are working for the normal objective of the organization.

Significance of Cultural Variety in the workplace:

"Workplace variety means new opportunities for both employees and employers. As organizations such as yours, transfer to the 21st century, it is imperative to capitalize on the abilities of employees from diverse backgrounds because it is their "differences that enrich, broaden, and provide the competitive advantage" They allow organizations to touch new market segments while increasing success and efficiency.

Cultural diversity influences organizations in a number of ways like the recruitment/retention of personnel, management styles and decision- making functions, and interactions within organizations. Organizations are more inclusive by modifying areas of their culture within each one of these categories.

Culturally diverse staff often are isolated within an in any other case homogeneous organizations. Limited informal connection with co-workers can result in exclusion from key committees and decision-making groups potentially leading to reduced output and efficiency. Such isolation can lead to employee dissatisfaction and higher turnover among staff from under-represented communities. Staff from different cultures indicate different learning styles and bring different preferred working styles with their jobs. Sometimes managers consider such distinctions incorrect or problematic--it seems the person exhibiting them just doesn't fit in. But, spotting, valuing and promoting these and other distinctions can maximize the productivity of everyone in the workplace.

In the procedure of recruiting, selecting and assisting a far more diverse staff, you are also creating a new culture to become more inclusive. in order to reach new and numerous audiences and enrich your labor force for higher output and shareholder value". http://www. diversityworking. com/employerZone/diversityManagement/?id=3

Top of Form

After weeks of fiercely resisting any offer, Cadbury decided on Tuesday to a better takeover offer from Kraft Foods, worthwhile about $19 billion. A protester outside a Cadbury place in Bourne ville, Britain. Kraft said it would be a "net importer" of careers in to the country. For Kraft, the deal offers a chance to grow its footprint in appearing markets and in higher-growth sectors like gum and candy. "It changes the portfolio, accelerates long-term progress and delivers highly attractive comes back, " Irene B. Rosenfeld, Kraft's chairwoman and chief executive, said in a declaration. Cadbury for its part will take advantage of the supply string of a more substantial company, said Jon Cox, a food and drink analyst at Kepler Capital Management in Zurich.

But the chance of any takeover of Cadbury, the 186-year-old British company, especially by an American multinational like Kraft, directed shudders throughout Britain and prompted a wave of general population protests. The Mail on Sunday, one of the biggest-selling British isles newspaper publishers, ran a "Keep Cadbury English" campaign. "It's unhappy to see another British isles company bought up with a multinational, " Mr. Cox said, "but that's funding. " Prime Minister Gordon Dark brown said Tuesday that his federal was "determined that the levels of investment that take place in Cadbury in the United Kingdom are retained, " and that "at the same time when people are worried about their careers, that careers in Cadbury can be secure. " During a convention call Tuesday, Kraft professionals reiterated that the business would keep a strong presence in Britain and would be a "net importer" of careers in the country. The move will also continue the consolidation that has dominated the food business during the last ten years. While mergers involving food companies dipped somewhat last year - initial data from the meals Institute, a trade firm, revealed 58 acquisitions in '09 2009, versus 130 in 2008 - analysts expect deal-making to get again as companies seek better scale and existence in growing countries. "We're in the center of a little influx of deal activity, " Greg Pearlman, the top of the food and consumer group at BMO Capital Market segments, said. "Will they all be as big and global and transforming as this? No. But I really do think there's some pent-up demand for tactical acquisitions. "

That may present difficulties for companies like Hershey that lack an international presence to go after global competitors. Hershey, located in Pennsylvania, have been readying a potential bid for Cadbury, matching to people briefed on the matter. Yet with Cadbury's mother board recommending the new Kraft bet, a counteroffer from Hershey seems unlikely. The arrangement between Kraft and Cadbury arrived mutually over the weekend, after weeks of sometimes blistering volleys. Cadbury in particular fought fiercely. Its chairman, Roger Carr, derided Kraft as exhibiting "contempt" for the well-known brand and dismissed its hostile bidder as a low-growth conglomerate.

On Tuesday, Mr. Carr softened his terms, declaring in a joint affirmation that the new offer "represents good value for Cadbury shareholders. " "For Cadbury shareholders, it is the best possible package, given they were dealt a bum side, because there were no counterbidders, " Mr. Cox said. "The clear victor is Kraft. " Kraft's original, unsolicited offer, made in September, was well worth about $16. 7 billion. The new offer is about a 5 percent superior over Cadbury's closing talk about price of 807. 5 pence on Monday and a 14 percent improvement over Kraft's first offer in September.

Under the conditions, Kraft will pay 500 pence in cash and provide 0. 1874 new Kraft shares for each share of Cadbury. That portions to a payment of 840 pence ($13. 80) for each and every Cadbury share. Additionally, Cadbury will pay out a particular dividend of 10 pence a share. Tuesday was the previous day Kraft could raise its offer under United kingdom takeover guidelines. Cadbury shareholders have until 1 p. m. London time on Feb. 2 to decide whether to accept it. As the terms of the offer are last, Kraft reserved the right to raise its bet if the rival offer were made".

Michael J. de la Merced and Chris V. Nicholson, "Kraft to Acquire Cadbury in Package Well worth $19 Billion" Printed: January 19, 2010, on http://www. nytimes. com

/2010/01/20/business/global/20kraft. html ACCESSED ON 18/03/2011.

"Kraft said the offer would produce a "global confectionery head". But there are restored anxieties over possible job reductions at Cadbury's UK functions as a result of the agreed takeover.

"We imagine the offer presents value for Cadbury shareholders. . . and will now work with the Kraft Foods' management to ensure the ongoing success and expansion of the business enterprise, " said Cadbury's chairman Roger Carr. "I will not go against the view of Cadbury's management, " he told the BBC. "Serious questions need to be asked about Kraft's motives, " he said. "Kraft already has a track record of cutting development and moving creation abroad. There is no guarantee that they'll keep production in the UK in the long run. "

Cadbury agrees Kraft takeover bid

http://information. bbc. co. uk/2/hi/8467007. stm seen on 18/03/2011

In what ways might the cultural differences reduce the likelihood of success?

Though national culture is important but business organisations cannot ignore the importance of countrywide culture. It is because culture is different one country to another. One country has different value, ethics, norms and beliefs etc and other country would different. So taking into consideration the fact, of ethnic variations, business organisations gives more importance to the value, values, ethics, and other factors of culture. It is because it's the way that MNC can achieve the business aims far away as well.

The Cadbury and Kraft both companies are market leaders in the field of manufacturing chocolate and cheese respectively. Whether this merger will achieve success or failed is now the problem of debate. This is because the culture of the both the companies are different from one another. There are quarrels that this unite will be failed. The reason behind this kind of thinking is -United kingdom people are considering this merger as sale of a countrywide heritage. There are some other people-researcher who seems that cultural distinctions of United kingdom and America might be the hurdle in controlling the business.

Andrew Bonfield (finance director of Cadbury) says cited in Bowers (2009) "Cadbury group culture would be diluted if the business swallowed by a huge multinational group such as Kraft, we imagine Cadbury commercial ethos that are associate with British isles nationwide culture would be affected if this merger take place". On the other hand employees of Cadbury seems also feels the same- they seems that company is more attached with the benefits of society and folks who are fastened with it, but Kraft is profit oriented organization, culture differs and even working and policies as well-cited in Wearden (2010).

As there are extensive cultural dissimilarities between American and Uk and the both firms Cadbury and Kraft have different organizational culture as well, these dissimilarities could be hurdle a in an effective outcome.

As far as British people are concerned they are very much nationwide culture oriented people plus they have confidence in trust on others and they give main concern to trust than financial objective of an organization. As far as trust is concerned British people provides much importance to it but in the merger with Kraft its lacking. Prior to this offer Kraft guaranteed that none of the manufacturing plant of U. K, will be shut down, but soon after finalization of this deal Kraft released to closed down Somerdale Herb of U. K.

So here creator wish to mention that kind of decision is one sided decisions and its own required thinking based on cultural variety. Kraft should consider the ethnical and other worth of the U. K this is the only way social variety will be looked after and group would be benefitted. Kraft shouldn't change the inner policies of the organization otherwise it'll lead to dissatisfaction among United kingdom employees, as they were use to of particular kind of internal organizational guidelines. So here again there exists importance of ethnic diversity that assist maintaining smoothness available operation by winning the faith and satisfaction of the employees of other country as well. "UNITE union representative confirms that Kraft is minimizing pay offer- which includes economic and non monetary benefits associated with the Cadbury employees" cited in Crush (2010). Using this method Kraft inviting inside dispute which is certainly not the honor of cultural variety. As Kraft trying to distinguish workforce by providing different pay bundle compared to the parent country employees so it will bring employee dissatisfaction

There is basic distinctions in both of these organizations- one hand Kraft policy is to focus on business- how to increase profit and reduce cost, this is dependant on the school of thought of Us citizens who stress on individualism. As per Alder (2002) People in the usa are individualists and they emphasize personal accomplishment and personal welfare somewhat group of people or group or community as a whole". However the philosophy of United kingdom society is totally different and its centered on group rather specific welfare. British isles people give importance to neighborhoods and fixed the common goals to accomplish in a group. According to Lewis (2006, p196) "British people respect themselves as honest, sensible, caring and considerate" so eventually the emphasis of Kraft is differs from concentration of Cadbury. You are having fact of cultural diversity in their procedure and other is completely individualism. So here one can start to see the misbalance in the business operation scheduled to absence of cultural diversity.

So above dialogue shows that scheduled to social difference-which includes difference in thinking, difference in value, difference in ethics, difference in the manner one respond to the problem etc, business procedure won't achieve smoothness. So it will create problem in coordination one of the workforce of America and workforce of British, that may lead to devastation in business and business won't able to achieve its pre established objective effectively and proficiently through its labor force. Which means this merge of Kraft and Cadbury will be failed scheduled to absence of cultural variety.

In what ways do the social differences improve the probability of an effective outcome?

Cultural diversity will definitely add favorably towards successfulness of any business. We are able to take an example as there is tendencies difference between Americans and United kingdom people.

As per Harris and Moran (2004) United kingdom people are very formal available meeting but Us citizens are very informal and friendly as well". So if we analyse this behavioral variations while managing people outside the organization you will see clash if American handling the British isles customers and not paying formal attention, so its easier to handle English customer by the U. K. established workforce to achieve the customer satisfaction. Therefore the wrong impact of this behavioral variations can be minimize by variety of labor force and having selection of labor force to be deployed according to the requirements.

We can take an another example of behavioral variations, as American use the term bull shit while displaying their disagreement on anything, this is their normal tendencies but in U. K it might be regarded as a abuse. So cultural diversity will facilitate choice of manpower to take care of the related people or customers which help in achieving client satisfaction, somewhat dissatisfaction in the lack of diversity.

As per Michael Porter cited in Schneider & Barsoux (2003) "land derive competitive advantages from a couple of country level factors such as option of resources, size and class of the marketplace, Nature of federal government intervention and the type of strategic linkages or sites etc". Predicated on the above estimates merger of Kraft and Cadbury can have the competitive advantages by getting benefits associated with tactics of both the various national companies. Both the organizations can choose the culture of the other to comprehend consumers and labor force of both countries.

As significantly as personal characteristics can be involved American people are very much Individual in taking decisions, but in U. K, English folks have different practices-they involve band of persons in decision making this is their normal practice of decision making. So if we start to see the normal practice of decision making of these two countries it is Kraft (American) it's based on delegation of power so its quicker than the Cadbury (British isles organization) where there is engagement of group which is little slower than the American. So merger firm may take the advantages of both systems by integration of both systems and maintaining proper coordination as well. Integration of both system will ensure delegation of expert up to some extent and centralization of expert as well. So you will see benefit of both methods of decision making. So this is a boon for the organization as a whole. Which can be done due to variety only.

According to Thomas (2008) "cross cultural comparison of mergers and acquisition have found ethnical differences in tastes of integration techniques, control system and management techniques by acquiring company. However cultural dissimilarities can also be a way to obtain value creation by providing new and unique capabilities, resources and learning opportunities. You can find difference in communication style between American and British, People in america communication style is low context which is quite self-explanatory and to the idea"

Above quote demonstrates the benefits of diversity as benefits of cross culture one can create value for the customers. That is possible credited to integration of operations, control system and management procedures of different firm and in case there is Kraft and Cadbury as well. It is comparable to two positive thing can form an excellent thing. This social differences contains unique features, resources and learning opportunities so cultural distinctions of Kraft and Cadbury can be used in integrated format to build value.

According to Hoecklin (1995) "in comparison to high-context cultures low-context civilizations orientate on many folks of their daily life because they don't differentiate around high-context ethnicities between in- and out-groups, their path of communication is orientated on personal font and referred to circumstances only. Typically they converse of their out-groups in a wide and disperse way. Within communication they exchange information merely to the necessary extent so that work can be carried out and they don't discuss or exchange information continuously in their work area and colleagues".

According to Hoeckling (1995) quoted above it's the downside of communication and just how people communicate to one another due to wrong hypothesis or misconception, is incorrect and creates restriction of knowledge addition and value as well. People generally talk to extensive range and always make an effort to communicate up to that much which ensure work done. But this isn't the way to get the advantages of the others.

If we connect this communication style with the two organizations-Kraft and Cadbury, United kingdom communication style is high framework which is less verbally and indirect. In this kind of communication system you have to pay attention to the body terminology as well to understand the complete so this means of communication. So this kind of communication system can be hurdle of communication for the folks of different culture. Where low context communication it is filled with information and coding is very much clear so its super easy to comprehend even by the different cultural qualifications people.

Merger companies-Kraft and Cadbury be benifitted with this diversity by including their workforce in both types of communication as exchange of the design of communication. American could learn using coding and expressing with body gestures as well while British isles people could take up the American way of communication to assimilate the both the way of communication and take the benefit.


We have reviewed the basic concept of culture and ethnical diversity and special emphasis has been given on these two questions- In what ways might the ethnical differences decrease the chances of success? And In what ways do the ethnic differences increase the probability of an effective outcome?

We have seen merger company Kraft and Cadbury have many dissimilarities that could create problem in coordination among workforce of both the organizations and reaching client satisfaction. So those dissimilarities will be hurdle of success till aren't dealt with properly and aren't integrated properly by both the organization to achieve the corporate targets. Adoption of different culture and implementation of cultural variety is all about effective integration of good features of both the group and culture so that value can be created and you will see chance to go with differentiation strategy by this integration and record good market talk about as well.

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