The China Twist: An entrepreneur's cautious tales on franchising in China by BC Publishing
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Two young Wharton MBA graduates contended for and won their bid for exclusive China Master Franchise civil liberties for among America's cherished treat brand names, Auntie Anne's Pretzels. Leaving their lucrative jobs in private equity and consulting, they landed in Beijing with large dreams, few links and no experience in China. From the beginning, they experienced non-stop challenges. Common business activities in the United States were nightmarish barriers in China, from registering a firm, to importing products, to browsing neighborhood labor regulations. Absurd distractions waylaid their franchise business, from taking care of a goon employee to inadvertently immobilizing their whole staff. Insightful along with amusing, the writers detail the challenges in launching and localizing a Western idea for the Chinese market, such as coining the term for "cracker" and "Auntie Anne's" in Chinese, testing academic marketing approaches as well as hanging around in the kitchen area to create new products for the Chinese palette. This amazing first-hand account of acts as a fun and illustrative overview (or warning) for any person considering doing business in China. Be planned for a China twist, a process that could look like a contemporary version of Chinese Water Torture.
Used Book in Good Condition