Authenticity–Standardization Paradox: Case Study of Expansion Strategies of Restaurant Groups in China
Based on the two-dimensional framework of standardization and authenticity, this chapter examines restaurant group expansion strategies, including both dedicated restaurant groups and those that represent a subsidiary of a diversified restaurant company. This chapter first details the research method and process. Second, it presents four cases. Findings confirm that restaurant groups can adopt four expansion strategies: the standardization of authenticity, standardized chain, authentic alliance, and heterogeneity, and each of these can result in success.
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