Auntie Anne's franchisees faced high hurdles in China

02/12/2013 | National Public Radio

Launching an Auntie Anne's Pretzel franchise in China proved daunting for Wharton MBAs Wen-Szu Lin and Joseph Sze, who detailed their four-year adventure in a new book. Governmental glitches and market misunderstandings led ultimately to the closure of the last store last year. "I think we made a faulty assumption in the very beginning that our Chinese heritage was in line with the cultural phenomenon that was happening here in China," said Sze.

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