Frito-Lay Adapts to the Chinese Market

In the 1930s, two men in different parts of the United States began businesses that would eventually come to dominate the global snack food market. The combined companies became Frito-Lay and were acquired by PepsiCo in 1965. This case explores the recent entry of Frito-Lay into the Chinese market, showing tactics which were successful, along with mistakes made by the company

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Year of publication:	[2008]
Authors:	Rarick, Charles A.
Publisher:	[2008]: [S.l.] : SSRN

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Extent:	1 Online-Ressource (4 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments March 22, 2005 erstellt
Other identifiers:	10.2139/ssrn.1117275 [DOI]
Classification:	M3 - Marketing and Advertising
Source:	ECONIS - Online Catalogue of the ZBW

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