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An entrepreneur's cautious tales on franchising in China
BC Publishing
January 2013
On Sale: December 21, 2012
272 pages
ISBN: 0615703518
EAN: 9780615703510
Hardcover
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Non-Fiction
Two young Wharton MBA graduates competed for and won their
bid for exclusive China Master Franchise rights for one of
America’s beloved snack brands, Auntie Anne’s Pretzels.
Leaving their lucrative careers in private equity and
consulting, they landed in Beijing with big dreams, few
connections and no experience in China. From the outset,
they encountered non-stop challenges. Common business tasks
in the United States were nightmarish obstacles in China,
from registering a company, to importing supplies, to
navigating local labor laws. Ridiculous distractions waylaid
their franchise, from dealing with a thug employee to
accidentally incapacitating their entire staff. Informative
as well as entertaining, the authors detail the challenges
in launching and localizing a Western concept for the
Chinese market, such as coining the term for “pretzel” and
“Auntie Anne’s” in Chinese, testing theoretical marketing
strategies and even spending time in the kitchen to develop
new products for the Chinese palette. This exciting
first-hand account of serves as a fun and illustrative guide
(or warning) for anyone considering doing business in China.
Be prepared for a China twist, a process that can resemble a
modern version of Chinese Water Torture.
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