译名:
Diversification Dilemma of U-Pie China
中文关键词:
跨国公司;快餐连锁;多元化;供应商;投资决策
英文关键词:
multinational enterprise; fast food chain industry; diversified operations; suppliers; investment decisions
中文摘要:
上世纪九十年代初,美国优派公司追随全球知名的国际快餐连锁企业美堡到中国发展,与中方国企首元合资设立优派中国。目前设立三家生产企业,北京两家、广州一家,主要生产和供应美堡中国及周边市场风味派半成品(菜单边缘餐品),并少量生产面包坯成品(菜单核心餐品)。在2012年美堡对南方面包坯市场整合的过程中,优派面临着多元化扩张战略困局:是否自我挑战技术和管理难题,积极参与其在中国南方区发展战略,抓住机会从菜单边缘企业一跃成为菜单核心企业?
英文摘要:
In the early 1990s, following the pace of an internationally renowned fast food chain enterprise M-Burger to develop in China, U-Pie, an American manufacturer, cooperated with the Chinese state-owned corporation Shou Yuan and set up the joint venture U-Pie China. Three manufacturing enterprises have been founded at present, including two in Beijing and the other one in Guangzhou, whose main purpose is to supply semi-finished productions of uniquely flavored pies (side dishes) for M-Burger China and neighboring markets, while also producing a small amount of buns (main dishes). During M-Burger’s integration of Southern bun market in 2012, U-Pie faced the dilemma of diversification strategy: whether they should self-challenge the problems of technology and management, actively participate in the expansionary strategies designed by M-Burger for the southern Chinese market and seize the opportunity to leap from a fringe firm to an industry leader?
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