ABSTRACT
Kentucky Fried Chicken (KFC) is the largest fried and rotisserie chicken restaurant company in the world. KFC is one of the many pioneering Western companies that have entered the uncertain but potentially lucrative Chinese market. KFC also believes in being accountable so that customers can trust the company. The evolutionary investment approach allows a company like KFC to hedge against risky environments like China. KFC's global strategy has been driven by both internationalization and internalization concerns. KFC entered China through Beijing in 1987, having successfully run other locations in Asian countries like Malaysia, Indonesia, and Japan. Choosing the industry is not difficult since KFC specializes in making a special chicken recipe along with a variety of supplemental menu items. KFC realizes that its franchises are vital assets and that quality is important. It recognizes that its number one leaders are its regional managers, who must be able to respond swiftly to customer needs.
