Understanding Small and Middle Enterprises' Internationalization Process at Food and Restaurant Service Industry

Previous studies of the enterprises internationalization have pointed out that enterprises must rely on the resources and information of their partners to promote the internationalization. Under the promotion of the New Southbound Policy, the Taiwan government provides the resources and information needed for internationalization, and integrates the strength of various partners to help the enterprises expand markets to Southeast Asia, which is rarely mentioned in the previous studies. Moreover, the New Southbound Policy belongs to practical policy, and should put forward more practical suggestions for enterprises' reference. Hence, in this study, the author discusses the internationalization process of catering service industry in the view of awareness-motivation-capability and relation in competition theory, and using the method of case study. Taking six international catering service providers as an example, the study found that manufacturers must introduce the market orientation to obtain information of customers and competitors in the Southeast Asian market. And enter the Southeast Asian market by strategic alliance or seeking local partners. The results of this study can be a reference for Taiwan restaurant service providers to layout their Southeast Asian operations.

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