In October 2008, WM Wrigley Jr. Company ("Wrigley"), the world's largest gum completed U.S. $ 23 billion friendly takeover to Mars, American, family-owned company and a global leader in confectionery. The grip is made Mars the largest confectionery company in the world, and Wrigley became a separate subsidiary of Mars. Wrigley was ahead of the rest of the confectionery industry for 10 years, leading to a merger. The merger allowed both Wrigley and Mars on the strengths of each other to continue the path of growth. Wrigley Mars attracts success in China and product innovation. How could Wrigley chewing gum market in China through an innovative product? Inspired by the financial might of Mars and product range, product innovation strategy that can be adopted to take advantage of opportunities for sustained success? "Hide
by Ali F. Farhoomand, Candise Pong Wai-Wa Source: University of Hong Kong, 17 pages. Publication Date: December 07, 2009. Prod. #: HKU878-PDF-ENG
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