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The struggle for hearts and minds in Cadbury will be difficult for Kraft

Kraft Foods Inc (target = “_blank”> KFT), is expected to easily achieve the shareholders of Cadbury (CBRY) support the absorption of the British manufacturer of chocolate for $18.73 billion, wrote on January 29 Reuters.

But the battle for the hearts and minds of the employees of Cadbury and British consumers could be for Kraft more difficult than the battle for the takeover, which lasted four months.

All major acquisitions are risky when it comes to integrating the two companies, analysts say. But before the board of directors of Cadbury on Jan. 19 accepted an offer Kraft, managers, trade unions and even the descendants of the founders of the Cadbury waged a fierce struggle against the application Kraft.

“Apart from the difference of corporate culture, prevailing at all levels of Cadbury rejection of business models and managerial decisions Kraft increases the difficulties of integration, “- said Morningstar analyst Erin Swanson (Erin Swanson).

Nevertheless, analysts expect more than 90% shareholders of Cadbury poderzhat transaction, and the remaining shareholders can only sell their shares or wait until they are completely worthless.