Purchase
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
Add to Wish List
Non-Fiction
Two young Wharton MBA graduates competed for and won their bid for exclusive China Master Franchise rights for one of Americaβs beloved snack brands, Auntie Anneβs 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 βpretzelβ and βAuntie Anneβsβ 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.
 Media BuzzMorning Edition - February 11, 2013
| 
© 2003-2026