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Practical obstacles like taste can be difficult to predict, in terms of how entrenched they may be, unlike simply adopting to bowing rather than shaking hands on a business trip. Dealing with local corruption is also hard to fully explain in an educational seminar for managers going to work abroad, versus advice on how to dress so as not to offend the local population. Subway is perhaps the best example of how to positively adapt to local needs and tastes.
In contrast, Domino's as a product was to some degree stymied by the nature of being a chain pizza business. On one hand, it was flexible enough to take into consideration some local needs, including daily rhythms of life, a belief in feng shui, and simple weather conditions that affected delivery logistics. But the fact that the Italian conception of pizza was different than that of most Americans, in terms of Domino's cheesy, sweet approach to the food, there was no way that it could have become acceptable, unless perhaps it had chosen to market its offerings as a product as American as the Big Mac, rather than a cousin of the Neapolitan delicacy. Subway had more flexibility as a chain...
After all, Domino's heavily promote its Brooklyn -style pizza -- not Neapolitan pizza -- even in America. But simply boasting that it sold pizza, especially if its price point was not very low in comparison to local Italian offerings, was ineffective. This strategy did not take into consideration local pride in the product, or the expectation of Italians for a different type of sauce, texture of bread, and sauce-to-cheese ratio.
Works Cited
Gibson, R. (2006). Foreign flavors: When going abroad, you should think of franchising as a cookie-cutter business; unless, of course, you want to succeed. Wall Street Journal.
September 25, 2006: 8.
Wade, Jared. (2004). "The pitfalls of cross-cultural business." Risk Management, 51: 38-43
Works Cited
Gibson, R. (2006). Foreign flavors: When going abroad, you should think of franchising as a cookie-cutter business; unless, of course, you want to succeed. Wall Street Journal.
September 25, 2006: 8.
Wade, Jared. (2004). "The pitfalls of cross-cultural business." Risk Management, 51: 38-43
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