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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
120 Chocolate Fortunes
and retail end of the business. In a relationship-based culture
like China, strong business relationships result in strong sales,
and therefore these relationships became an important factor
in Hershey’s China success.
Armed with a 5Ps framework and a couple of ocean ship-
ping containers of chocolate, in the fall of 1995, Porter and
his young China team began test-marketing Hershey’s prod-
ucts with Chinese consumers in selected Shanghai retail
stores. Sales were good and consumer feedback was positive,
and all indications were that Hershey’s chocolates were able
to make a connection with Chinese consumers. But many
more questions remained to be answered if Hershey was to
succeed in its new commitment to build a business develop- ...
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Publisher Resources

ISBN: 9780814414323