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How Hershey’s chocolate survived an attack from Mars − and adopted a business strategy alien to its founder

By John Haddad, Professor of American Studies, Penn State

Walk into any grocery store to stock up for Halloween and you will discover that, for chocolate treats, you have two basic choices:

Will it be Mars or Hershey?

I often buy both, but that is beside the point. The point is that the two giants compete for market share, but both enjoy robust…

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