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

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

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

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

Synopsis

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.

Excerpt

Cacao began its global journey over five hundred years ago when the Spanish conquistadors brought seeds back to Spain from Mesoamerica and introduced what would become an icon of the Western world's decadence and indulgence to Europe. Only during the last quarter of a century has cacao's journey extended into China.

Today, world business leaders are captivated by the sheer size of the China market, and those in the global chocolate industry are no exception. in Chocolate Fortunes, Lawrence Allen, a Thunderbird alumnus, paints a compelling, comprehensive, and dynamic portrait of the global chocolate industry's quarter-of-a-century endeavor to capture the mindshare and taste buds of Chinese consumers, which proved a Sisyphean challenge for most.

It is fitting that this story be told by a Thunderbird alumnus. For the last sixty-two years, Thunderbird has been dedicated to educating global leaders who can break barriers, build bridges of cooperation and understanding, and create new ventures that bring about prosperity around the world. Thunderbird's ap-

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