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Authenticity–Standardization Paradox: Case Study of Expansion Strategies of Restaurant Groups in China

  • Guojun Zeng
  • Henk J. de Vries
  • Frank M. Go
Chapter

Abstract

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.

Reference

  1. Millenaar, M.A., Ruiven, M.I.C van, Go, F.M., & de Vries, H.J. (2010). Developing a standard for restaurant authenticity – A case of Dutch top-restaurants. In J.-C. Graz and K. Jakobs (Eds.), EURAS Proceedings 2010 – Services standardization (EURAS contributions to standardization research, 2) (pp. 289–309). Aachen, Germany: Mainz.Google Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Guojun Zeng
    • 1
  • Henk J. de Vries
    • 2
  • Frank M. Go
    • 2
  1. 1.School of Tourism ManagementSun Yat-sen UniversityGuangzhouChina
  2. 2.Rotterdam School of ManagementErasmus UniversityRotterdamThe Netherlands

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