R. Brenes, Esteban; Chattopadyay, Amitava; Ciravegna, … - In: Management Decision 52 (2014) 9, pp. 1649-1679
Purpose – This case illustrates the challenges that Pollo Campero, a Guatemalan fast food company, faces when expanding in the US market. The purpose of this paper is to stimulate a discussion about consumer segmentation, competitive strategy and the internationalization of emerging market...