On: 01 October 2013, At: 20:03
Informa Ltd Registered in England and Wales Registered Number: 1072954
Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK
Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/cage20 Chocolate in China: the cadbury experience a
L.J. Wood & S. Grosvenor
University of Tasmania, Australia
Published online: 24 Feb 2007.
To cite this article: L.J. Wood & S. Grosvenor (1997) Chocolate in China: the cadbury experience, Australian Geographer, 28:2, 173-184
To link to this article: http://dx.doi.org/10.1080/00049189708703191
PLEASE SCROLL DOWN FOR ARTICLE
Taylor & Francis makes every effort to ensure the accuracy of all the information (the
“Content”) contained in the publications on our platform. However, Taylor & Francis, our agents, and our licensors make no representations or warranties whatsoever as to the accuracy, completeness, or suitability for any purpose of the Content. Any opinions and views expressed in this publication are the opinions and views of the authors, and are not the views of or endorsed by Taylor & Francis. The accuracy of the Content should not be relied upon and should be independently verified with primary sources of information. Taylor and Francis shall not be liable for any losses, actions, claims, proceedings, demands, costs, expenses, damages, and other liabilities whatsoever or howsoever caused arising directly or indirectly in connection with, in relation to or arising out of the use of the Content.
This article may be used for research, teaching, and private study purposes. Any substantial or systematic reproduction, redistribution, reselling, loan, sub-licensing, systematic supply, or distribution in any form to anyone is expressly forbidden. Terms
& Conditions of access and use can be found at http://www.tandfonline.com/page/ terms-and-conditions Australian Geographer, Vol. 28, No. 2, 1997
Chocolate in China: the Cadbury experience
Downloaded by [Macquarie University] at 20:03 01 October 2013
L.J. W O O D & S. GROSVENOR, University of Tasmania,
ABSTRACT Since 1979, China's Open Door policy has attracted increasing foreign investment. To maintain global competitiveness, the British confectioner, Cadbury, authorised its
Australian subsidiary to develop a chocolate plant in China. This paper details the decisionmaking processes that eventually led to a new factory on a greenfield site near Beijing. It also illustrates some of the adaptations that Cadbury has had to make in its product and production procedures in order to match its own standards for dairy milk chocolate and yet accommodate guo qing (the special situation in China).
KEY WORDS China; chocolate manufacture; globalisation/localisation; joint venture; human resource management; guo qing.
In recent decades, the growth of the international agro-food system has become marked
(for a review, see Whatmore 1995). Consequences include substantial and ongoing reshaping of food production and consumption in many parts of the world. To a significant degree, reshaping reflects the actions of large business enterprises using a range of strategies to extend operations into 'new' territory in the continuing search for capital accumulation. 'New' territory in this context can mean achieving different sales in established markets or, more literally, penetrating previously untouched markets.
Increasingly for Australian firms, such comments imply an extension of involvement with East Asian economies. The rapid economic growth of these markets is widely reported (see, for example, Schwab & Smadja 1994). In Australia, a string of official reports has advocated closer ties with Asian, particularly East Asian, economies as the best course