Auntie Annie’s was founded in 1988. Now, twenty-five years later, it sells Auntie Anne’s Pretzel products, dipping sauces, and beverages in more than 1,330 outlets in 46 states and more than 25 countries. Despite this success, Auntie Anne’s has not been able to prosper in its efforts to expand into China.

Knowledge@Wharton recently reported on Auntie Anne’s China venture: “In early 2012, after four years of excruciating effort, Auntie Anne’s Chinese operations shut down for good. It was decided, after much consideration, that the endeavor had been more trouble than it was worth. But the efforts were not entirely fruitless. The pretzel itself, although until recently there was no Chinese word for it, is made of ingredients similar to those which comprise many Chinese dietary staples. Though the Auntie Anne’s brand never quite caught on in China, it is possible that the food itself will. This detail, like the book The China Twist itself, is an unexpected victory, but a victory nonetheless.”

Click the image to read more.