Management, 12th Edition

14

Leading and Leadership Development

Wisdom Learning From Others

> LEADERS PROVIDE THE ROADMAPS

When Kraft Foods was bidding to buy the British candy maker Cadbury against its wishes, CEO Irene Rosenfeld was often in the news. The purchase was a key to Rosenfeld's strategy for transforming Kraft. She wanted it to be a global powerhouse in snacks and confectionery, and she didn't give in until she succeeded.

When first made CEO, Rosenfeld said she found a firm that “was not living up to our potential.” She focused on engaging the firm's employees and stakeholders in frank discussions, and then embarking on strategies—such as the Cadbury acquisition—to meet her lofty goals. Her latest move is to break up Kraft into two separate companies—snacks and grocery—something she believes will unlock value for shareholders and make each new company a stronger competitor.

Rosenfeld leads with confidence—pushing decision making down the hierarchy, building teams with companywide perspectives, and targeting resources on key markets. She's been called “a risk taker” who makes “bold” moves.

Throughout her life, from school to work, Rosenfeld says “I just never gave much thought to the fact I couldn't do it.” Her advice to leaders is “Get the right people on the bus … Second, give them a roadmap … engage their hearts and minds … move quickly … communicate frequently, consistently and honestly.