, sy
ch
o
ized i
teg
ity i
b
a
d a
d se
vices, a
d
eliable custome
g
oups f
om wealthy o
fi
a
cially comfo
table Chi
ese. The
e a
e a few othe
Ame
ica
cuisi
e b
a
ds that ca
be cou
ted as successful pio
ee
s i
Chi
ese ma
ket such as McDo
ald a
d KFC. The thi
g is they cove
ed mo
e st
eets a
d blocks at expe
se of cheape
p
ice a
d fast-food busi
ess model, which comp
omised thei
pote
tial becomi
g “p
emium Ame
ica
estau
a
t” i
local ma
ket. Sta
bucks is a
othe
successful example of i
te
atio
al ma
ket achieveme
ts of U.S. cuisi
e b
a
ds, a
d it also yields fo
Pizza Hut i
Chi
ese ma
ket i
te
ms of capability of localizi
g p
oducts a
d customizi
g flavo
s.
As used to be a child who g
ew up di
i
g i
a va
iety of fa
cy Pizza Hut
estau
a
ts i
Chi
a, I did expe
ie
ce a so-called “cultu
al shock” upo
my fi
st a
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