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WM Wrigley JR. Company: Innovation in China's Confectionery Market
內容大綱
In October 2008, WM Wrigley Jr. Company ("Wrigley"), the world's largest gum-maker, completed a US$23 billion friendly takeover by Mars, a US-based, family-owned company and a global leader in confectionery products. The takeover made Mars the world's largest confectionery company, and Wrigley became a standalone subsidiary of Mars. Wrigley had been outperforming the rest of the confectionery industry in the 10 years leading up to the merger. The merger allowed both Wrigley and Mars to leverage each other's strengths to continue their paths of growth. Mars was attracted by Wrigley's success in China and its product innovation. How has Wrigley succeeded in China's chewing-gum market through product innovation? Bolstered by Mars's financial strength and product portfolio, what product-innovation strategy can it adopt to seize the opportunities for sustained success?