Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers
Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers  -     By: Lawrence L. Allen
Buy Item $17.96 Retail: $19.95 Save 10% ($1.99)
In Stock
Stock No: WW438124
Thomas Nelson / 2009 / Paperback
Quantity:

Add To Cart

Paypal Buy Now
Add To Wishlist
Quantity:


Add To Cart

Paypal Buy Now
Wishlist

Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers

Thomas Nelson / 2009 / Paperback

In Stock
Stock No: WW438124


This product is not available for expedited shipping.
* This product is available for shipment only to the USA.

Product Information

Format: Paperback
Number of Pages: 256
Vendor: Thomas Nelson
Publication Date: 2009
Dimensions: 9.02 X 5.98 X 0.58 (inches)
ISBN: 0814438121
ISBN-13: 9780814438121

Publisher's Description

This book is the story of the five global titans of chocolate-Ferrero, Cadbury, Hershey, Nestle, and Mars-that battled to capture a once-in-a-lifetime opportunity to establish their brands with one-fifth of the world's population. It is also the inside story of East meeting West through the introduction into China, a xenophobic land of austerity and deprivation, of an icon of the Western world's decadence and self-indulgence: chocolate. Chocolate Fortunes takes you inside one of global business's most intense, complex, and fascinating market assaults. At its heart, the campaign to turn the Chinese people into chocoholics is really about globalizing the last great frontier. If there is an easy part, seeding an insatiable desire for chocolate may be it. (After all, "who doesn't like chocolate?") But what about building a business from scratch with virtually no precedent? What about navigating a boundless (and ever-shifting) sea of local, provincial, and national laws and regulations before executing even the most pedestrian business activities? While each of the Big Five purveyors profiled in Chocolate Fortunes brought its own identity and strategic vision to the battle theatre, their varying degrees of success or failure hinged on combinations of savvy and circumstance, of perseverance and flexibility, and of textbook business excellence and sheer luck. The lessons learned are at once practically instructive for all internationally minded businesses and fascinating reading in the classic East-meets-West mold.

Product Reviews

Be the first to write a review!

Ask a Question

Find Related Products

Author/Artist Review

Back
×

Ask a Question

What would you like to know about this product? Please enter your name, your email and your question regarding the product in the fields below, and we'll answer you in the next 24-48 hours.

If you need immediate assistance regarding this product or any other, please call 1-800-CHRISTIAN to speak directly with a customer service representative.