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Chapter 6 features Mars, which took the high road early on with consumers by marketing its best grade of chocolate in China: Dove Chocolate. A privately owned company with very deep pockets, Mars made an extremely long-term commitment to the China market. Unlike Cadbury, Mars took a stepped approach toward their China business evolving its organization and operations in step with ChinaÆs infrastructure and consumer development. Following its ôthe consumer is our bossö philosophy, they persevered for nearly a decade until ChinaÆs Little Emperors emerged to become avid consumers of their powerhouse brands: M&M and Snickers.

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