Student’s Name:________________________1

INBS 310 – Global Business Communication.

Homework # 14 on “Levendary Cafe” Case
Due at the beginning of class on Day 22, NOV 5th 2019
Instructions: In order to complete this assignment you need to read the case “Levendary Café: The China
Challenge” that can be found in the casebook for this course.

Write your answers to the following questions on the case:

1. What strategy should Levendary adopt to drive its expansion in China (localization versus
standardization)? Why?
Levendary should adopt both localization and standardization. It is a kind of adapting a global strategy to the
needs of the local consumer, in other words a glocalization strategy. To balance with these two strategies
(localization and standardization) is the biggest challenge Levendary is facing to drive its expansion in China.
The Chinese consumer has different taste compared to the American. But this does not change the fact that the
Chinese consumer is open to the world. It is important for Levendry to standardize all Chinese Levendary stores,
and to remain the same concept of the parent company. Moreover, it is important to remain the classic sandwich
and soup to meet them with the Chinese people’s tastes (red bean, chicken…). And to focus on offering a quick
casual atmosphere.

2. Who should have responsibility to make and implement those decisions? Why?
The parent company has to send some expatriates of its administrative staff group in order to communicate and
exchange operation ideas. Those expatriates are the persons who will participate in decision making especially
that they will be aware of the situation and of the needs of foreign demand. And know how to answer to this
demand.

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