Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of Chinas Consumers: The Battle for the Hearts, Minds, and Wallets of China's Consumers (Hardback)
  • Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of Chinas Consumers: The Battle for the Hearts, Minds, and Wallets of China's Consumers (Hardback)
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Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of Chinas Consumers: The Battle for the Hearts, Minds, and Wallets of China's Consumers (Hardback)

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£22.99
Hardback 256 Pages / Published: 01/09/2009
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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 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, Nestle, 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.

Publisher: Amacom
ISBN: 9780814414323
Number of pages: 256
Weight: 1 g
Dimensions: 93 x 62 x 11 mm


MEDIA REVIEWS
"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." --Publishers Weekly
"Allen focuses exclusively on China's nascent chocolate market, but he makes sure to write his book so the lessons learned by the five companies can be applied to other industries looking to break into an emerging economy." --Houston Business Journal
"For anyone thinking of bringing their product to the Chinese consumer market, or even simply interested in the cultural characteristics of the Chinese consumer, Chocolate Fortunes offers valuable, hard-won insight from a true industry expert. The branding and marketing case studies alone make this book a worthwhile read, but Allen's skillful prose -- which at times is as smooth and enjoyable as the chocolate he describes -- and deep understanding of Chinese culture and history make Chocolate Fortunes much more than just another business-in-China book." --Jing Daily (www.jingdaily.com)
"For anyone who is thinking of going into consumer products or food or retail in China (and who out there is willing to ignore 1.3 billion customers?) this book is a must read." --China Law Blog (www.chinalawblog.com)
"a fascinating look at the process of establishing business connections in [China]" --Women's LifeStyle
"Chocolate Fortunes captures the essence of China's fast-moving consumer market. It tells the story of the global chocolate industry's entry into China in a style which is captivating and informative. Allen presents a compelling story with personal anecdotes, historical perspective and some clear lessons for the future. Chocolate Fortunes is a delightful book to read that is strongly recommended for those seeking to understand this most dynamic of markets." --Lorna Davis, President and Chairman, Kraft Foods China
"a scintillating glimpse inside one of the most hard-fought cross-cultural indulgence battles since the Opium Wars" --Global Times
"In Chocolate Fortunes, Allen describes these strategies in detail, offering a fair, informed and often fascinating assessment of where they succeeded and where they failed.... Chocolate Fortunes is a case study that delivers broad, transferable advice to Western corporations looking to move into one of the world's largest and most potentially lucrative markets. Offering unusual insight into the complexities of manufacturing and selling Western goods in China for Chinese consumers, the stories of the Big Five combine the emotional power of the cautionary tale with the practical precision of the how-to book. Far more elementally, Chocolate Fortunes is a helpful primer on basic business practice." --Knowledge@Wharton

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