years ago Latvia’s chocolate kingpin Laima sent its marketing and R
& D departments on a mission to conquer at least one fourth of
Estonia’s candy market by the year 2008. Soon after the disturbing
news reached Kalev’s headquarters in Tallinn, a war broke out
between the chocolate rivals.
2004 the head of the Board of Laima Juris Jonaitis looked at Estonia
just like Napoleon once looked at Russia. Planning an aggressive
campaign in the Baltic States he was absolutely sure that overtaking
25 percent of Estonia’s market in three years was a task for his
team. The expor...
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