Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers（货号TJ）巧克力财富
《巧克力之战》，(美)劳伦斯·艾伦(Lawrence L. Allen)著，冷迪 译，中国人民大学出版社。本书讲述了全球五大巧克力巨头——费列罗（Ferrero）、吉百利（Cadbury）、好时（Hershey）、雀巢（Nestlé）、玛氏（Mars）在中国经营管理自己企业的故事。
￥ 105 ￥ 27.95 九五品
仅1件
天津河西
认证卖家担保交易快速发货售后保障
作者Lawrence L. Allen
出版社American Management Association / AMACOM
ISBN9780814414323
出版时间2010
版次1
印刷时间2010
印次1
装帧精装
开本23.7*16.2
纸张胶版纸
页数256页
定价27.95元
货号TJ1978-J497-F525
上书时间2023-11-11
- 在售商品 暂无
- 平均发货时间 2小时
- 好评率 暂无
商品详情
- 品相描述：九五品
- 商品描述
-
本书原定价27.95美元，净重560克，馆藏。【图书分类：经济 > 工业经济 > 世界工业经济 > 工业部门经济 > 轻工业、手工业 > 食品】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.
Contents：
Introduction : one country, three centuries -- China and chocolate : East meets West -- Ferrero Rocher : accidental hero -- Cadbury : one billion consumers -- Hershey : back to basics -- Nestl鈋 : China’s chocolate war sideshow -- Mars : a well-regulated militia -- Going the distance : China’s 10K chocolate race.
From Publishers Weekly：
Allen, a senior international executive with a 20-year track record of international branding, offers a fascinating look at the chocolate wars in China. Allen, himself a participant in bringing chocolate to this new frontier as an executive for Hershey and Nestlé, recounts the struggles of doing business in a rapidly changing market of almost limitless possibility. For five global chocolate titans (Ferrero Rocher, Cadbury, Hershey, Nestlé and Mars) entering this market, the stakes were extremely high and included a billion potential customers for generations to come. Allen details the challenges these organizations endured, including copyright infringement, dedicating lengthy chapters to each corporation, documenting their failures and successes and ultimately demonstrating that there's no single path to business success in this emerging world power. In addition to the many trials these firms encountered, Allen notes a new one that will soon emerge—competition from local Chinese companies. While local competitors are a low-level threat today, in the future, they will gain greater market share. Informative, cautionary and essential, this book is a must-read for executives currently doing business, or planning to, in this most volatile and critical market. (Oct.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review：
“Informative, cautionary and essential, this book is a must-read for executives currently doing business, or planning to, in this most volatile and critical market.” --Publishers Weekly
"Allen focuses exclusively on China's nascent chocolate market, but he makes sure to write his book so the lessons learned by the five companies can be applied to other industries looking to break into an emerging economy." --Houston Business Journal
"For anyone thinking of bringing their product to the Chinese consumer market, or even simply interested in the cultural characteristics of the Chinese consumer, Chocolate Fortunes offers valuable, hard-won insight from a true industry expert. The branding and marketing case studies alone make this book a worthwhile read, but Allen’s skillful prose — which at times is as smooth and enjoyable as the chocolate he describes — and deep understanding of Chinese culture and history make Chocolate Fortunes much more than just another business-in-China book." --Jing Daily (www.jingdaily.com)
"For anyone who is thinking of going into consumer products or food or retail in China (and who out there is willing to ignore 1.3 billion customers?) this book is a must read." --China Law Blog (www.chinalawblog.com)
"a fascinating look at the process of establishing business connections in [China]" --Women's LifeStyle
"Chocolate Fortunes captures the essence of China’s fast-moving consumer market. It tells the story of the global chocolate industry's entry into China in a style which is captivating and informative. Allen presents a compelling story with personal anecdotes, historical perspective and some clear lessons for the future. Chocolate Fortunes is a delightful book to read that is strongly recommended for those seeking to understand this most dynamic of markets." --Lorna Davis, President and Chairman, Kraft Foods China
"a scintillating glimpse inside one of the most hard-fought cross-cultural indulgence battles since the Opium Wars" --Global Times
"In Chocolate Fortunes, Allen describes these strategies in detail, offering a fair, informed and often fascinating assessment of where they succeeded and where they failed.... Chocolate Fortunes is a case study that delivers broad, transferable advice to Western corporations looking to move into one of the world's largest and most potentially lucrative markets. Offering unusual insight into the complexities of manufacturing and selling Western goods in China for Chinese consumers, the stories of the Big Five combine the emotional power of the cautionary tale with the practical precision of the how-to book. Far more elementally, Chocolate Fortunes is a helpful primer on basic business practice." --Knowledge@Wharton
From the Inside Flap：
“This book is the story of the five global titans of chocolate—Ferrero, Cadbury, Hershey, Nestlé, and Mars—that battled to capture a once-in-a-lifetime opportunity to establish their brands with one-fifth of the world’s population. It is also the inside story of East meeting West through the introduction into China, a xenophobic land of austerity and deprivation, of an icon of the Western world’s decadence and self-indulgence: chocolate.”
Is it really possible that until thirty years ago a billion people had never even tasted . . . chocolate? When we come to grips with the ramifications of this fact, we begin to see not just the size of the opportunity that awaited the five chocolate giants in China, but also the awesomeness of the challenge. And not every competitor met that challenge. Although still ongoing, the chocolate war in China has already seen some very clear winners and losers.
Chocolate Fortunes takes you inside one of global business’s most intense, complex, and fascinating market assaults. At its heart, the campaign to turn the Chinese people into chocoholics is really about globalizing the last great frontier. If there is an easy part, seeding an insatiable desire for chocolate may be it. (After all, “who doesn’t like chocolate?”) But what about building a business from scratch with virtually no precedent? What about navigating a boundless (and ever-shifting) sea of local, provincial, and national laws and regulations before executing even the most pedestrian business activities?
How do you run a business when the economy in which you are operating is still in its infancy, still an inscrutable mass of conflicting realities and amorphous indicators? There is no one answer, no “right or wrong way,” but for starters, step behind the scenes to witness how:
• Ferrero gained the first industry foothold and continues to dominate the high end of the Chinese chocolate market—while keeping local “copycat” chocolatiers at bay
• Cadbury’s decision to use local fresh milk in its Dairy Milk bars changed the taste of—and shaped market reaction to—its flagship product
• Hershey built up its China business before committing to major infrastructure investments in-country
• Nestlé found out if, like with its hundreds of other food products, selling chocolate as an economical snack food was ultimately the way to go in China
• Mars, first to plant its company’s manufacturing flag in China, led an endurance race that tested its commitment to consumers and determination to win the chocolate war
While each of the Big Five purveyors profiled in Chocolate Fortunes brought its own identity and strategic vision to the battle theatre, their varying degrees of success or failure hinged on combinations of savvy and circumstance, of perseverance and flexibility, and of textbook business excellence and sheer luck. The lessons learned are at once practically instructive for all internationally minded businesses and fascinating reading in the classic East-meets-West mold.
Lawrence L. Allen is a former senior executive for both Hershey and Nestlé and was deeply involved in both companies’ efforts in China. He has spent more than twenty years building consumer brands for multinational companies in China. Mr. Allen lives in Beijing.
From the Back Cover：
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.
About the Author：
LAWRENCE L. ALLEN (Beijing, China) is a former senior executive for both Hershey and Nestlé in China. He has spent more than 20 years building consumer brands for multinational companies in China.
-
【封面】
-
【封底】
-
【内页】
-
【内页】
-
【目录】
-
【内页】
-
【内页】
-
【内页】
— 没有更多了 —
以下为对购买帮助不大的评价