| Description |
1 online resource : 14 illustrations |
| Series |
Emerald Emerging Markets Case Studies, 2045-0621 ; volume 8, issue 3 |
| Summary |
Two fellow students at the Wharton School at the University of Pennsylvania, Wen-Szu Lin and Joseph Sze, reconnected after finishing their MBAs and decided to launch a franchise together in China. The franchise they decided upon was Auntie Annes Pretzels. The company had experienced strong growth in Asia with over 85 stores in Thailand, 30 stores in Korea, 25 stores in Malaysia and 8 stores in Japan. Because of these successes, Win and Sze had forecast smooth sailing for their franchise in Beijing. However, things were not as smooth as they had expected. The first challenge was the impounding of their second shipment of pretzel mix for a few weeks. Other problems that they faced had to do with Lins inability to write Chinese, although he could speak the language, the lack of regulation of food and ingredients in China which led to their producing some poisonous products, and problems they had with their own employees. Lin and Sze were searching for ways to overcome the cultural and other challenges they faced in Beijing with their franchise |
| Notes |
At the conclusion of the case discussion, students should be able to identify the appropriate global strategy for Auntie Annes in China; identify whether Lin and Szu were intending to use a production orientation or the marketing concept in introducing Auntie Annes Pretzels into China; list and describe challenges the two entrepreneurs encountered in China; develop a list of actions that American businesspeople should follow in anticipating setting up a business in China; and outline a strategy for Lin and Szu to use in attempting to save the Auntie Anne Pretzel franchise in China |
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Teaching Notes are available for educators only. Please contact your library to gain login details |
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Includes index |
| Bibliography |
Includes index and bibliographical references |
| Audience |
Undergraduate level course in international business |
| Subject |
International business enterprises -- Social aspects
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Marketing research
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Barriers to entry (Industrial organization)
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Business & Economics -- International -- Marketing.
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International business.
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| Genre/Form |
Case studies.
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| Form |
Electronic book
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| Author |
Palich, Leslie E., author
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