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Zeng, G., Frank, G. and Henk, J.V. (2012) Dilemma of Authenticity versus Standardization: Expansion Strategies of Restaurant Groups in China. International Journal of Hospitality Management, 31, 1090-1100.
https://doi.org/10.1016/j.ijhm.2012.01.006

has been cited by the following article:

• TITLE: Research on the Business Strategy of Chinese Brand in Thailand: A Case of Sichuan Cuisine

  AUTHORS: Ying Tang, Zhen Chen, Yitong Deng

  KEYWORDS: Sichuan Cuisine, Thailand Consumer, SWOT Analysis, Original

  JOURNAL NAME: Open Journal of Business and Management, Vol.8 No.2, February 27, 2020

  ABSTRACT: The Belt and Road initiative has brought opportunities for the introduction of Chinese food into Thailand. As one of the representative cuisines in China, Sichuan cuisine coincides with the spicy taste preferences of Thai consumers. Through SWOT analysis, this research focuses on the business strategy of Sichuan Cuisine Enterprises in Thailand. The reasonable selection is the standardized production with local original taste. And the corresponding measures are discussed to improve the original communication of Sichuan Cuisine culture and the standardized management of Sichuan Cuisine Enterprises in Thailand.