Books by Wen-Szu Lin
NPR stories about Wen-Szu Lin
It's the entrepreneurs' dream: tapping into China's market of 1.3 billion people. That dream fueled the efforts of two Chinese-American MBAs to take the soft-pretzel franchise — a staple of U.S. shopping malls — to China. Cultural and financial barriers, however, led to a far more challenging reality.