The $240 million international failure

Moment at 16:07 in How This Filipino Fast Food Giant is Secretly Taking Over the US (ft. Jollibee) | AB Explained by Asian Boss.

During the 1990s, Jollibee attempted a "plant the flag" strategy that failed because it **softened its Filipino identity** and cut the international division off from its home-grown R&D expertise

Saved by Arn D.

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• The transition from ice cream to burgers
• Competing with global giants
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