Chocolate Fortunes, Chapter 2: Ferrero Rocher, Accidental Hero

Chocolate Fortunes, Chapter 2: Ferrero Rocher, Accidental Hero

by Lawrence L. ALLEN
     
 
Chapter 2 introduces the Ferrero Company, makers of Ferrero Rocher chocolate, the first chocolate to make an initial and lasting impression on ChinaAÆs fledgling chocolate consumers. It follows Ferrero RocherAÆs arrival in China in the mid-1980s, almost half a decade before any of the other leading chocolate players. The first half of FerreroAÆs

Overview

Chapter 2 introduces the Ferrero Company, makers of Ferrero Rocher chocolate, the first chocolate to make an initial and lasting impression on ChinaAÆs fledgling chocolate consumers. It follows Ferrero RocherAÆs arrival in China in the mid-1980s, almost half a decade before any of the other leading chocolate players. The first half of FerreroAÆs journey in China is used to demonstrate the logistical challenges unique to the early days of ChinaAÆs transformation and provide a notorious case for exploring intellectual property protection issues in China.

Product Details

ISBN-13:
9780814420386
Publisher:
AMACOM
Publication date:
10/01/2009
Sold by:
Barnes & Noble
Format:
NOOK Book
File size:
2 MB

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