跨國服務業進入國際市場後，常隨著對地主國市場的熟悉、母國國際化策略及合夥關係的不穩定，調整其進入模式與經營策略，但國際企業在這方面的研究卻較少著墨。本文採縱貫研究法，依速食業領導品牌麥當勞、肯德基與必勝客在台灣十多年的發展歷程（滲透、調整與擴張三個階段），藉由資料蒐集及深度訪談，探討美國速食業在台灣之經營發展，進而導入命題作為企業國際化及連鎖經營之參考。

Transnational services have become important in recent year. In the published research, however, there has been little mention of longitudinal data tracking the sequences of foreign investment. As the factors affecting foreign firms' decisions on how they enter the market change, the original entry strategy will be modified. Those factors include host country's environment, home company's international strategy and the cooperation with host country firm. In this paper, we study American leading brand of fast foods (McDonald's, KFC and Pizza Hut) on how they develop their business in Taiwan over the past decades. This study, covering a fifteen-year period (1983-1998) of data collection and depth interviews, examines changes of American fast foods in Taiwan over phases of penetration, modification and expansion. This article offers insight into what strategies of cross-national management American fast foods have being using. To those Taiwan's entrepreneurs attempting to go abroad or establish chain-store business, this article also gives good advises.