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

3,68 valoración promedio
( 57 valoraciones por Goodreads )
 
9780814414323: Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers

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.

"Sinopsis" puede pertenecer a otra edición de este libro.

From the Inside Flap:

“This book is the story of the five global titans of chocolate—Ferrero, Cadbury, Hershey, Nestlé, and Mars—that battled to capture a once-in-a-lifetime opportunity to establish their brands with one-fifth of the world’s population. It is also the inside story of East meeting West through the introduction into China, a xenophobic land of austerity and deprivation, of an icon of the Western world’s decadence and self-indulgence: chocolate.”

Is it really possible that until thirty years ago a billion people had never even tasted . . . chocolate? When we come to grips with the ramifications of this fact, we begin to see not just the size of the opportunity that awaited the five chocolate giants in China, but also the awesomeness of the challenge. And not every competitor met that challenge. Although still ongoing, the chocolate war in China has already seen some very clear winners and losers.

Chocolate Fortunes takes you inside one of global business’s most intense, complex, and fascinating market assaults. At its heart, the campaign to turn the Chinese people into chocoholics is really about globalizing the last great frontier. If there is an easy part, seeding an insatiable desire for chocolate may be it. (After all, “who doesn’t like chocolate?”) But what about building a business from scratch with virtually no precedent? What about navigating a boundless (and ever-shifting) sea of local, provincial, and national laws and regulations before executing even the most pedestrian business activities?

How do you run a business when the economy in which you are operating is still in its infancy, still an inscrutable mass of conflicting realities and amorphous indicators? There is no one answer, no “right or wrong way,” but for starters, step behind the scenes to witness how:

· Ferrero gained the first industry foothold and continues to dominate the high end of the Chinese chocolate market—while keeping local “copycat” chocolatiers at bay

· Cadbury’s decision to use local fresh milk in its Dairy Milk bars changed the taste of—and shaped market reaction to—its flagship product

· Hershey built up its China business before committing to major infrastructure investments in-country

· Nestlé found out if, like with its hundreds of other food products, selling chocolate as an economical snack food was ultimately the way to go in China

· Mars, first to plant its company’s manufacturing flag in China, led an endurance race that tested its commitment to consumers and determination to win the chocolate war

While each of the Big Five purveyors profiled in Chocolate Fortunes brought its own identity and strategic vision to the battle theatre, their varying degrees of success or failure hinged on combinations of savvy and circumstance, of perseverance and flexibility, and of textbook business excellence and sheer luck. The lessons learned are at once practically instructive for all internationally minded businesses and fascinating reading in the classic East-meets-West mold.

Lawrence L. Allen is a former senior executive for both Hershey and Nestlé and was deeply involved in both companies’ efforts in China. He has spent more than twenty years building consumer brands for multinational companies in China. Mr. Allen lives in Beijing.

From the Back Cover:

Chocolate. Sensuous and decadent, irresistible and just a little bit naughty. A natural match for . . . China?

They say opposites attract, so perhaps it was only a matter of time before chocolate—which has held so much of the world in thrall for so long—would finally find its way to the legendarily severe cultural landscape of China. But introducing such a singular symbol of the hedonistic West to China is no small feat, as the chocolate-industry giants have found out over the last thirty years. Not only were these companies the conduit to, and self-appointed arbiters of, China’s newfound taste for chocolate, they were among the pioneers whose first attempts in the evolving Chinese economy and marketplace resulted in any number of triumphs and failures.

Advance Praise for Chocolate Fortunes:

“No consumer goods company can call itself ‘Global’ without having a meaningful presence in China: a must-win market for long-term survival! Lawrence Allen has the inside scoop on how our iconic chocolate brands fared within the rapid development of China’s retail industry over the past thirty years. Chocolate Fortunes reveals lessons that aren’t taught in business schools and that could apply to any consumer goods company that ever struggled with, or dreamed of, success in the world’s biggest market!”— Michael Wong, Regional Vice President–Asia Pacific, Wm. Wrigley Jr. Co. (retired)

“With a balanced focus on business, culture, and history, Lawrence Allen explains successes and failures in adapting global strategies in China’s complex market in a way that redefines ‘think global, act local.’ Chocolate Fortunes is a must-read for today’s international executive seeking to understand China.” — William Tung, Vice President of International Sales and Operations, Columbia Sportswear

Chocolate Fortunes provides a fascinating and entertaining account of chocolate companies’ ventures into China and how they faced the opportunities and challenges there. With a clear understanding of the vital human element required to succeed in China, Lawrence Allen offers critical observations for any company engaged in or about to explore the China market. It is required reading for our global team of professional consultants.” — Joanne and Scott Ulnick, Managing Partners, Ducker Worldwide, Strategic Market Research and Consulting

"Sobre este título" puede pertenecer a otra edición de este libro.

Los mejores resultados en AbeBooks

1.

Lawrence L. Allen
ISBN 10: 081441432X ISBN 13: 9780814414323
Nuevos Cantidad: 2
Librería
firstbookstore
(New Delhi, India)
Valoración
[?]

Descripción Estado de conservación: Brand New. Brand New Original US Edition, Perfect Condition. Printed in English. Excellent Quality, Service and customer satisfaction guaranteed!. Nº de ref. de la librería AIND-122944

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 24,66
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
De India a España
Destinos, gastos y plazos de envío

2.

Lawrence L. Allen
ISBN 10: 081441432X ISBN 13: 9780814414323
Nuevos Cantidad: 3
Librería
EBOOKSTORE2010
(New Delhi, ND, India)
Valoración
[?]

Descripción Estado de conservación: Brand New. New. US edition. Customer Satisfaction guaranteed!!. Nº de ref. de la librería SHUB62611

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 24,95
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
De India a España
Destinos, gastos y plazos de envío

3.

Lawrence L. Allen
ISBN 10: 081441432X ISBN 13: 9780814414323
Nuevos Cantidad: 2
Librería
Romtrade Corp.
(STERLING HEIGHTS, MI, Estados Unidos de America)
Valoración
[?]

Descripción Estado de conservación: New. Brand New Original US Edition.We Ship to PO BOX Address also. EXPEDITED shipping option also available for faster delivery. Nº de ref. de la librería AUSBNEW-122944

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 26,88
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
De Estados Unidos de America a España
Destinos, gastos y plazos de envío

4.

Lawrence L. Allen
ISBN 10: 081441432X ISBN 13: 9780814414323
Nuevos Cantidad: 3
Librería
Bookshub
(Karol Bagh, India)
Valoración
[?]

Descripción Estado de conservación: New. New. US edition. Perfect condition. Customer satisfaction our priority. Nº de ref. de la librería ABE-FEB-62611

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 24,91
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 2,00
De India a España
Destinos, gastos y plazos de envío

5.

Lawrence L. Allen
ISBN 10: 081441432X ISBN 13: 9780814414323
Nuevos Cantidad: 3
Librería
Basi6 International
(Irving, TX, Estados Unidos de America)
Valoración
[?]

Descripción Estado de conservación: Brand New. New, US edition. Excellent Customer Service. Nº de ref. de la librería ABEUSA-62611

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 26,90
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 1,71
De Estados Unidos de America a España
Destinos, gastos y plazos de envío

6.

Allen, Lawrence L.
Editorial: AMACOM (2009)
ISBN 10: 081441432X ISBN 13: 9780814414323
Nuevos Tapa dura Cantidad: 2
Librería
Murray Media
(North Miami Beach, FL, Estados Unidos de America)
Valoración
[?]

Descripción AMACOM, 2009. Hardcover. Estado de conservación: New. Nº de ref. de la librería P11081441432X

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 35,28
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 17,11
De Estados Unidos de America a España
Destinos, gastos y plazos de envío

7.

Lawrence L. Allen
ISBN 10: 081441432X ISBN 13: 9780814414323
Nuevos Cantidad: 1
Librería
Castle Rock
(Pittsford, NY, Estados Unidos de America)
Valoración
[?]

Descripción Estado de conservación: Brand New. Book Condition: Brand New. Nº de ref. de la librería 97808144143231.0

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 32,12
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 21,40
De Estados Unidos de America a España
Destinos, gastos y plazos de envío

8.

Lawrence L. Allen
Editorial: AMACOM (2009)
ISBN 10: 081441432X ISBN 13: 9780814414323
Nuevos Tapa dura Cantidad: 1
Librería
Irish Booksellers
(Rumford, ME, Estados Unidos de America)
Valoración
[?]

Descripción AMACOM, 2009. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 081441432X

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 25,54
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 32,53
De Estados Unidos de America a España
Destinos, gastos y plazos de envío

9.

Allen, Lawrence L./ Cabrera, Angel (Foreward By)
Editorial: Amacom Books (2009)
ISBN 10: 081441432X ISBN 13: 9780814414323
Nuevos Tapa dura Cantidad: 1
Librería
Revaluation Books
(Exeter, Reino Unido)
Valoración
[?]

Descripción Amacom Books, 2009. Hardcover. Estado de conservación: Brand New. 1st edition. 244 pages. 9.50x6.50x1.00 inches. In Stock. Nº de ref. de la librería zk081441432X

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 44,84
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 16,71
De Reino Unido a España
Destinos, gastos y plazos de envío

10.

Lawrence L. Allen
ISBN 10: 081441432X ISBN 13: 9780814414323
Nuevos Soft cover Cantidad: 1
Librería
liu xing
(JiangSu, JS, China)
Valoración
[?]

Descripción Soft cover. Estado de conservación: New. Language:Chinese.Author:Lawrence L. Allen.Binding:Soft Cover. Nº de ref. de la librería 981752

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 52,02
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 10,27
De China a España
Destinos, gastos y plazos de envío

Existen otras copia(s) de este libro

Ver todos los resultados de su búsqueda