Lawrence L. Allen

Reading more like an insider's expose than a business book (which isn't surprising, as the author worked for both Hershey and Nestle), Chocolate Fortunes recounts efforts by the Big Five Chocolate Companies to break into the China market in the late '90s and early 2000s. Readable, fascinating, and with insight that only someone familiar with the industry could provide, Allen details what went right - and wrong - with each company's approach. The book is a great read not only for fans of chocolate, but for anyone interested in studying the way new market strategy is implemented by business. Highly recommended.… (mer)