--- title: "Meaning & Key Takeaway of: It was mindspace and shelfspace that…" description: "\"“It was mindspace and shelfspace that prompted Kraft to pay $18.9 billion for Cadbury in January 2010. Kraft”\" — Greg Thain" image: "https://sms4smile.com/quotes/i/4a7/greg-thain-1820_customer_it-was-mindspace-and-shelfspace-that-pro_3029729.jpg" --- # It was mindspace and shelfspace that prompted Kraft to pay… ![“It was mindspace and shelfspace that prompted Kraft to pay $18.9 billion for Cadbury in January 2010. Kraft” quote by Greg Thain](https://sms4smile.com/quotes/i/4a7/greg-thain-1820_customer_it-was-mindspace-and-shelfspace-that-pro_3029729.jpg) [Download](https://sms4smile.com/quotes/i/4a7/greg-thain-1820_customer_it-was-mindspace-and-shelfspace-that-pro_3029729.jpg) [Open image](https://sms4smile.com/quotes/i/4a7/greg-thain-1820_customer_it-was-mindspace-and-shelfspace-that-pro_3029729.jpg) > ““It was mindspace and shelfspace that prompted Kraft to pay $18.9 billion for Cadbury in January 2010. Kraft”” [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Kraft’s acquisition of Cadbury was driven by strategic considerations of market and shelf presence. **In simple terms:** Kraft bought Cadbury for market positioning. Key Takeaway Consider strategic fit before big purchases. Themes business strategy acquisition Mood analytical pragmatic Type business strategic When to use this quote - corporate mergers - product launches - retail negotiations Key Concepts market dynamics brand synergy financial planning Questions to Reflect On - What strategic factors should dominate a merger? - How can cultural fit be evaluated? A Different Perspective Large deals can overlook cultural integration challenges. ★ ★ ★ ★ ★ No ratings yet [2010 Kraft](https://sms4smile.com/quotes/about/2010-kraft-4944075/) [Billion Cadbury](https://sms4smile.com/quotes/about/billion-cadbury-4944073/) [Customer](https://sms4smile.com/quotes/about/customer/) [Kraft](https://sms4smile.com/quotes/about/kraft-1110245/) [Kraft Pay](https://sms4smile.com/quotes/about/kraft-pay-4944074/) [Prompted Kraft](https://sms4smile.com/quotes/about/prompted-kraft-4944076/) ## Related quotes > [Having the Kraft family involved in your club can only be good news.](https://sms4smile.com/quotes/steve-nicol/having-the-kraft-family-involved-in-your-club-can-only-be-good-news/) [Steve Nicol](https://sms4smile.com/quotes/author/steve-nicol/) > [“Kraft was a skinny, harmless kid from Pennsylvania who wanted only to be liked, and was destined to be disappointed in even so humble…](https://sms4smile.com/quotes/joseph-heller/kraft-was-a-skinny-harmless-kid-from-pennsylvania-who-wanted-only-to/) [Joseph Heller](https://sms4smile.com/quotes/author/joseph-heller/) > [Are the unmarried employees at Kraft referred to as the Kraft Singles?](https://sms4smile.com/quotes/laura-s/are-the-unmarried-employees-at-kraft-referred-to-as-the-kraft-singles/) [Laura S](https://sms4smile.com/quotes/author/laura-s/) > [Robert Kraft, a modern day Zoolander.](https://sms4smile.com/quotes/joe-buck/robert-kraft-a-modern-day-zoolander/) [Joe Buck](https://sms4smile.com/quotes/author/joe-buck/) > [When I came to the U.S., Kraft sponsored my green card, so I was at Kraft foods and I owed them, I felt. 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However, things…](https://sms4smile.com/quotes/greg-thain/every-dominant-brand-such-as-those-listed-in-table-5-1-has-had-to/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) ## More by Greg Thain > [“Marketing aims/image: A retailer that has positioning aims (e.g. trying to improve its image with respect to healthy food or trying to upstage wholesaler…](https://sms4smile.com/quotes/greg-thain/marketing-aims-image-a-retailer-that-has-positioning-aims-e-g-trying/) [Greg Thain](https://sms4smile.com/quotes/author/greg-thain/) > [“Every dominant brand (such as those listed in Table 5.1) has had to reinvest in mindspace every year to keep its position. 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