2. Jenny has a secret recipe for Sichuan cooking that would distinguish her dishes from those...
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2. Jenny has a secret recipe for Sichuan cooking that would distinguish her dishes from those of all other Chinese restaurants in the home market. Since the home market is highly competitive for Sichuan food, Jenny wants to find a market in which she has the first mover's advantage before others come in. Jenny has never been to Nairobi, the capital of Kenya, and literally has no knowledge about the city. But she's heard time and again from friends that there is no authentic Sichuan-style restaurant in Nairobi. Jenny has decided to go to Nairobi and invest up to three-quarters of her little savings to open a Sichuan restaurant serving her special dishes. Jenny has no idea about the taste preferences of the people in Nairobi or how likely her new restaurant business will be successful. How do you explain Jenny's decision to venture into Sichuan food business in Nairobi? Is her decision an irrational one? 2. Jenny has a secret recipe for Sichuan cooking that would distinguish her dishes from those of all other Chinese restaurants in the home market. Since the home market is highly competitive for Sichuan food, Jenny wants to find a market in which she has the first mover's advantage before others come in. Jenny has never been to Nairobi, the capital of Kenya, and literally has no knowledge about the city. But she's heard time and again from friends that there is no authentic Sichuan-style restaurant in Nairobi. Jenny has decided to go to Nairobi and invest up to three-quarters of her little savings to open a Sichuan restaurant serving her special dishes. Jenny has no idea about the taste preferences of the people in Nairobi or how likely her new restaurant business will be successful. How do you explain Jenny's decision to venture into Sichuan food business in Nairobi? Is her decision an irrational one?
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Related Book For
International Marketing And Export Management
ISBN: 9781292016924
8th Edition
Authors: Gerald Albaum , Alexander Josiassen , Edwin Duerr
Posted Date:
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