From Holsteins to Hogs

The company’s greatest challenge, Hershey believes, is looking for avenues for growth. And for that, he feels the Web has potential. Hershey notes, “The Web will give us the ability to customize and personalize a more focused marketing message to individuals.”

For inspiration, Hershey turns to books and consultants. “There are a lot of books that can challenge your thinking, whether they’re about the Internet or management or marketing.”