期刊名称：Journal of the International Academy for Case Studies
印刷版ISSN：1078-4950
出版年度：2017
卷号：23
期号：3
页码：1-5
语种：English
出版社：The DreamCatchers Group, LLC
摘要：This case takes advantage of the culinary genius and entrepreneurial spirit of Chef Victor and parleys his creations into the challenge of building a brand image that will create distinctiveness in a highly competitive homogenous market. Mucha Lucha represents the aspects of Mexican culture that includes masks and wrestling – signature moves. The literal translation is “a lot of fight,” referring to the famed Mexican wrestling, lucha libre. For the restaurant in the case, it presents a unique slice of Mexican culture that few, if any, traditional restaurants use. This includes the reference of lucha libre wrestling artefacts on the restaurant walls and within the themes of the restaurant.
