British expatriates living in the United States frequently ask friends and relatives visiting from the United Kingdom to bring with them bars of Cadbury chocolate on the basis that the Cadbury chocolate available in the United States (manufactured under license by Hershey’s) is inferior to “the real thing.” Should Mondelˉez International (formerly Kraft Foods, which acquired Cadbury in 2010) continue Cadbury’s licensing agreement with Hershey or should it seek to supply the US market itself, either by export from the United Kingdom or by establishing manufacturing facilities in the United States?