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
     
 

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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

Overview

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.

Editorial Reviews

Publishers Weekly
Allen, a senior international executive with a 20-year track record of international branding, offers a fascinating look at the chocolate wars in China. Allen, himself a participant in bringing chocolate to this new frontier as an executive for Hershey and Nestlé, recounts the struggles of doing business in a rapidly changing market of almost limitless possibility. For five global chocolate titans (Ferrero Rocher, Cadbury, Hershey, Nestlé and Mars) entering this market, the stakes were extremely high and included a billion potential customers for generations to come. Allen details the challenges these organizations endured, including copyright infringement, dedicating lengthy chapters to each corporation, documenting their failures and successes and ultimately demonstrating that there's no single path to business success in this emerging world power. In addition to the many trials these firms encountered, Allen notes a new one that will soon emerge—competition from local Chinese companies. While local competitors are a low-level threat today, in the future, they will gain greater market share. Informative, cautionary and essential, this book is a must-read for executives currently doing business, or planning to, in this most volatile and critical market. (Oct.)

Product Details

ISBN-13:
9780814414330
Publisher:
AMACOM
Publication date:
10/14/2009
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
256
File size:
446 KB

Meet the Author

LAWRENCE L. ALLEN is a former senior executive for both Hershey and Nestlé in China. He has spent more than 20 years building consumer brands for multinational companies in China.

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