Business strategies on service quality for expanding Taiwanese restaurant chain overseas: the application of TRIZ theory and ISM

Yi-Hsiang Hsu, Tzong-Ru Lee, Ching-Hua Yeh and Rika Ampuh Hadiguna

International Journal of Business Environment, 2025, vol. 16, issue 2, 184-203

Abstract: A Taiwan restaurant chain's business strategy to expand overseas is an exciting topic. The strategy intends to implement a Taiwanese restaurant chain to expand overseas stores. This study examines comprehensively by involving several methods: grey relational analysis (GRA), TRIZ and interpretive structural model (ISM). This study proves that market expansion is possible if supported by a timely innovation strategy and the right market segment. A restaurant chain concept is a new approach to global market penetration and cultural recognition. This paradigm is interesting as a new study topic for several countries with food variety, tourism potential and high-value cultures.

Keywords: business strategy; restaurant chain; grey relational analysis; GRA; TRIZ; interpretive structural model; ISM. (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbenv:v:16:y:2025:i:2:p:184-203

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