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

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

by Lawrence L. Allen
October 2009
Intermediate to advanced content levelIntermediate to advanced
256 pages
5h 34m
English
AMACOM
Content preview from Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers
Hershey: Back to Basics 103
shey’s largest export market at the time, and it was an ideal
location for attracting international talent to the company.
The new International head intended to grow Hershey’s
international business through a distributor model, which fo-
cused on investing resources in marketing and distribution,
rather than on fixed-asset investments such as a Russia fac-
tory. Within six months of his arrival he canceled plans for
the Russia factory and Hershey effectively backed away from
its business there. Shortly thereafter, Russia fell into a liquid-
ity crisis, its economy imploded, and many foreign companies
suffered huge losses. In hindsight, canceling plans for manu-
facturing in Russia was a good decision, at least in the short ...
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Publisher Resources

ISBN: 9780814414323