Hershey's strategy in China pays off

08/19/2013 | Advertising Age (tiered subscription model)

Chocolate giant Hershey is poised to see China as its second-largest market in the coming years, thanks to a winning strategy helmed by Jane Xu, the company's vice president and general manager for Greater China. Xu's approach incorporates deep research into the Chinese consumer, which prefers chocolate that is smoother and less sweet than that of the typical American's preference.

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