Singapore F&B companies must venture beyond Singapore for greener pastures. Venturing overseas can be successful for many, while others have failed. The key questions are the following:
1. What are the critical success factors?
2. What are the struggles?
3. Is internationalisation the same process for all companies?
4. What capabilities and competencies must the company possess to succeed internationally?
5. What are the internationalisation strategies to be successful?
The book is based on a multiple-case study of the internationalisation of thirty Singapore food service companies. These Singaporean companies were categorised in the stages of internationalisation as aspirants, actives, and achievers. To strengthen external validity and data triangulation, the study included eleven industry experts, termed as advisers, and seven international purchasers of the Singapore F&B brands called acquirers.
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James Mok has written a must-read book for any F&B business considering international franchising, in particular throughout Asia. The thirty cases studies were well chosen to illustrate the complexity, challenges and pitfalls Asian F&B businesses face when introducing a foreign foodservice concept to overseas markets. This book also serves as highly useful guide for Asia-based F&B businesses to compete successfully internationally (Dr Stephen Choo).