Mars: A Well-Regulated Militia 193
in virtually every major engagement in China’s chocolate war,
and its commitment to total victory went well beyond the prod-
ucts it launched. The company’s will to win was evident in its
aggressiveness, consistency, and excellence in execution of
other important aspects of its business as well. It consistently
outspent its competition in advertising and in-store promo-
tional spending, year after year. Its products were always the
best merchandised on retail shelves, offering consumers the
broadest possible range of products with the fewest out-of-
stocks. It had the largest seasonal off-shelf displays, located in
stores’ highest traffic areas. And its product was consistently
fresher, since the company retrieved substantial ...