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h3 gourmet: great to go upmarket, but are people willing to pay for the differe...

This case study addresses the pitfalls of internationalization and entrepreneurial decision-making in the creation of relevant differentiation for a gourmet fast-food concept, whose foundations lay in good old fashioned fast food rules dressed in a gourmet experience. In standardizing their market offer and having engaged in a frantic expansion program, h3, the organization under scrutiny here (and that illustr...