Globalization versus Localization Strategies of International Food Service Firms

This paper delves into international expansion strategy formation and evolution. It explains how internationalization strategy, in terms of both its content and process of formation, is affected by existing competitive strategy and time horizon after foreign market entry. The paper further adopted a case-study approach to analyze the international expansion strategies of three foodservice firms, both during and after entering the Hong Kong market. The findings support the thesis that foodservice firms tend to formulate a global strategy at the outset of foreign market entry using a top-down approach.