Chocolate Fortunes: The Battle for the Hearts, Minds, and Taste Buds of China's Consumers - Allen, Lawrence L.
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Is it possible that until a few decades ago a billion people had never even tasted...chocolate? This book is the story of East meeting West through the introduction into China-once a xenophobic land of austerity and deprivation-of an icon of the Western world's decadence and self-indulgence: CHOCOLATE! Success or failure hinged on combinations of savvy and circumstance, of perseverance and flexibility, and of textbook business excellence and sheer luck! It is the inside story of the five global titans of chocolate-Hershey, Mars, Cadbury, Ferrero and Nestlé-that battled to capture a…mehr

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Is it possible that until a few decades ago a billion people had never even tasted...chocolate? This book is the story of East meeting West through the introduction into China-once a xenophobic land of austerity and deprivation-of an icon of the Western world's decadence and self-indulgence: CHOCOLATE! Success or failure hinged on combinations of savvy and circumstance, of perseverance and flexibility, and of textbook business excellence and sheer luck! It is the inside story of the five global titans of chocolate-Hershey, Mars, Cadbury, Ferrero and Nestlé-that battled to capture a once-in-a-lifetime opportunity to establish their brands with one-fifth of the world's population. "A scintillating glimpse inside one of the most hard-fought cross-cultural indulgence battles since the Opium War."--Global Times
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