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CONTENTS
Foreword by Dr. A´ngel Cabrera and Dr. Mary Teagarden of Thunderbird School of Global Management ix
Acknowledgments xii
Introduction: One Country, Three Centuries 1
Chapter 1: China and Chocolate: East Meets West 9
China’s Road from Communism to Market Socialism 12
The Evolution of the Global Chocolate Industry 20
Chinese and Chocolate: A Foreign and Exotic Curiosity 22
The Size of China’s Chocolate Prize 28
Selling Chocolate 31
Selling Chocolate in China 33
Chapter 2: Ferrero Rocher: Accidental Hero 40
Ferrero’s Journey Along the Modern-Day Silk Road to China 44
China’s Emancipated Consumers 46
Establishing a Route-to-Market in China 49
Ferrero’s Struggle with Local Copycats 56
Did Ferrero Succeed in China? 62
Chapter 3: Cadbury: One Billion Consumers 70
A Brief History of Cadbury Chocolate 71
Cadbury China 73
Cadbury’s China Morass 76
Attempting to Turn the Tide 85
The Battle for Chocolate Bars 88
The Final Blow: A Breakdown of Leadership 91
Chapter 4: Hershey: Back to Basics 95
The Hershey Company 96
Hershey’s International Business 98
Hershey China 103
The First Season: 1995–1996 113
The Second Season: 1996–1997 120
The Third, Fourth, and Fifth Seasons: 1997–2000 126
The Sixth Season: 2000–2001 134
Under New Management 138
Epitaph 140
Chapter 5: Nestle´: China’s Chocolate War Sideshow 141
A Brief History of Nestle´ 143
Nestle´’s Arrival in China 145
The Birth of Nestle´ China 151
Sweating the Assets and Reducing KitKat’s Cost 156
The Launch of Nestle´ Wafer 159
In the Shadow of Nestle´ Wafer 165
Nestle´ Could Have Been a Contender 171
The Last Word on Nestle´, Chocolate, and China 174
Chapter 6: Mars: A Well-Regulated Militia 176
A Brief History of the Mars Candy Company 179
Mars’s International Expansion 182
Mars’s China Market Entry 183
Mars Versus Its Big Five Chocolate Competitors 190
Mars’s Commitment to Market Leadership 193
Chapter 7: Going the Distance: China’s 10K Chocolate Race 201
The State of the Chocolate Market: 2008 203
The Threat from Local Competitors 213
Managing China’s Multitier Market Going Forward 220
Notes 225
Index 238
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Add Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers, Chocolate. Sensuous and decadent, irresistible and just a little bit naughty. A natural match for . . . China? They say opposites attract, so perhaps it was only a matter of time before chocolate—which has held so much of the world in thrall for so lon, Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers to the inventory that you are selling on WonderClubX
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Add Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers, Chocolate. Sensuous and decadent, irresistible and just a little bit naughty. A natural match for . . . China? They say opposites attract, so perhaps it was only a matter of time before chocolate—which has held so much of the world in thrall for so lon, Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers to your collection on WonderClub |