Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China’s Consumers (Anglais) Relié – 1 septembre 2009
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Description du produit
Présentation de l'éditeur
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.
Quatrième de couverture
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
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Commentaires client les plus utiles sur Amazon.com
As Communist China began opening its economy to the world in the latter half of the 20th century, the major chocolate companies scrambled to tap into this market. A billion people had very limited exposure to chocolate so the first one to really penetrate the market would have incredible access and almost no competition. And being the first one in would mean they get to set the tastes of a nation. Allen gives a crash course on China's economic history through the Communist Revolution to the beginning of when they began to open up. He goes into each company's strategy and for even a non-business person like myself I found it fascinating. The way they see themselves and the Chinese market varies so much, such as one company strictly exporting to China through Hong Kong while another built factories. Some wanted to keep their product the same and exotic while others catered to Chinese tastes. Allen also writes about developing infrastructure and city growth, so that the China the early birds saw was totally different from the China the latecomers arrived at. He covers things like cold chain (something I hadn't really thought of before) and seasonal chocolate trends (based on the season and holidays). There's a lot in here.
I'm American born Taiwanese and have spent a lot of my life with people from China and other parts of Asia. Some little things I noticed as a kid suddenly make sense, like how come we never bought Ferrer Rocher but always received them as gifts. And growing up the Asian snacks we had were mostly non-chocolate, whereas the non-Asian grocery stores have huge selections of chocolates.
Despite his business training and background, he makes everything clear enough for someone like me to understand. My degrees are in science and theology, so this is outside of my wheelhouse, but I found everything still accessible and fun to learn. I really appreciate it when someone with expertise in a field can present it in a way that an outsider, such as myself, can understand.
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