In October 2008, joined WM Wrigley Jr. Company (“Wrigley”), the world’s largest chewing gum manufacturer, a $ 23 billion friendly takeover by Mars, a US-based, family-owned company and one of the world’s leading confectionery. The acquisition made Mars the world’s largest confectionery company, and Wrigley was an independent subsidiary of Mars. Wrigley was better than the rest of the confectionery industry in the 10 years prior to the merger. The merger allows both Wrigley and Mars to use … Read more »

In October 2008, joined WM Wrigley Jr. Company (“Wrigley”), the world’s largest chewing gum manufacturer, a $ 23 billion friendly takeover by Mars, a US-based, family-owned company and one of the world’s leading confectionery. The acquisition made Mars the world’s largest confectionery company, and Wrigley was an independent subsidiary of Mars. Wrigley was better than the rest of the confectionery industry in the 10 years prior to the merger. The merger allows both Wrigley and Mars to utilize each other’s strengths, their paths continue to grow. Mars was attracted by Wrigley success in China and its product innovation. As Wrigley chewing gum in China’s market managed through product innovation? Strengthened by financial strength and product portfolio Mars, which can product innovation strategy to take it to exploit the opportunities for sustained success?
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from
Ali F. Farhoomand,
Candise Pong Wai Wa
Source: University of Hong Kong
17 pages.
Release Date: 7 December 2009. Prod #: HKU878-PDF-ENG
WM Wrigley JR. Company: Innovation in China’s confectionery market HBR case solution

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