Chocolate Fortunes

Chocolate Fortunes

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

Book - 2010
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American Management Association
As China comes into its own as a world economic power, a new, huge consumer class is emerging, hungry for all things Western. In this land where twenty-five years ago most of the population had never tasted chocolate, five icons of Western business are now slugging it out in a battle royal to see which will become the Emperor of Chocolate in China. Chocolate Fortunes offers the first inside look at the battle for China’s newfound chocolate addiction. The book devotes individual chapters to each of the five major players—Hershey, Nestlé, Cadbury, Mars, and Ferrero—and the trials they face as they attempt to dominate their market in an enigmatic and still-developing economy. More broadly, Chocolate Fortunes examines the unique opportunities and challenges inherent in the Chinese business universe. Probing not only the economic, political, and cultural conditions that have given rise to a seemingly insatiable new market, the book delves into the mystique of chocolate itself and how it captivates not just the Chinese, but people all over the world.

Book News
As anyone who has ever perused a Chinese restaurant menu knows, chocolate is foreign to traditional Chinese cuisine. In this publication of the American Management Association, a former executive with two of the major chocolate companies working to secure a toehold in this huge potential market provides an insider look at the marketing challenges and strategies to entice China's new consumer class. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)

Publisher: New York : American Management Association, c2010
ISBN: 9780814414323
081441432X
Characteristics: xi, 244 p. ; 24 cm

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