Chocolate Fortunes: The Battle for the Hearts, Minds, and Taste Buds of China's Consumers (Paperback) (ISBN-13: 9780578548968)

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 Nestl -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

Author: Lawrence L. Allen
ISBN-10: 0578548968
ISBN-13: 9780578548968
Publisher: Lawrence L. Allen
Language: English
Published: 10/01/2009
Pages: 262
Format: Paperback
Weight: 0.86lbs
Size: 9.00h x 6.00w x 0.59d