Golden Cow

Epstein, Gady; Yang, Lin
September 2010
Forbes Asia;Fall2010 Special Issue, Vol. 6 Issue 11, p108
The article focuses on a growth in the privately owned milk company, China Mengniu Dairy Co. Ltd. It mentions the effect of different marketing strategies adopted by the company on the popularity of the brand name. It states that the company had to face huge loss and criticism during the melamine crisis which hit the milk industry in China in September 2008. It also mentions the tactics adopted by the company to fight the crisis.


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