Michel’s Australian Managers

Michel’s Australian managers should have invested more time and money into research before the commitment was made. The process of internationalization was perhaps too informal and while the entry mode was sound, there should have been more support for the franchisees from Australian management. Moreover, the initial standardization versus adaptation decisions did not recognize the significant differences in culture and tastes in Shanghai. Accordingly, Patisserie should develop a long-term strategic commitment sympathetic to cultural, social and legal differences, and invest more heavily in advertising to establish the brand and avoid confusion regarding its French-Australian origins. Further, Michel’s may continue to test the market and engage to determine the most viable product offerings for the Shanghai market.

Michel’s Australian managers should have invested more time and money into research before the commitment was made. The process of internationalization was perhaps too informal and while the entry mode was sound, there should have been more support for the franchisees from Australian management. Moreover, the initial standardization versus adaptation decisions did not recognize the significant differences in culture and tastes in Shanghai. Accordingly, Patisserie should develop a long-term strategic commitment sympathetic to cultural, social and legal differences, and invest more heavily in advertising to establish the brand and avoid confusion regarding