Corporations: Chocolate's Drop

In the 65 years since Milton Snavely Hershey concocted the first of what were to become the nation's bestselling candy bars, Hershey has operated almost always at capacity and almost never with advertising. Founder Hershey's only concession to promotion was to turn over empty Hershey wrappers he spotted on the ground so that the brand name would show. His successors have also stuck to the soft sell. Their major promotion is openhanded hospitality to the 700,000 tourists a year who trek to Hershey, Pa.—"the town that chocolate built"— to smell the...