Fouryears ago Latvia’s chocolate kingpin Laima sent its marketing and R& D departments on a mission to conquer at least one fourth ofEstonia’s candy market by the year 2008. Soon after the disturbingnews reached Kalev’s headquarters in Tallinn, a war broke outbetween the chocolate rivals. In2004 the head of the Board of Laima Juris Jonaitis looked at Estoniajust like Napoleon once looked at Russia. Planning an aggressivecampaign in the Baltic States he was absolutely sure that overtaking25 percent of Estonia’s market in three years was a task for histeam. The expor...
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