Standard Article

International Franchising

Part 6. International Marketing

  1. Barry Quinn

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06027

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Quinn, B. 2010. International Franchising. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. University of Ulster, Coleraine, UK

Publication History

  1. Published Online: 15 DEC 2010


Franchising has become a major driving force in the globalization of service businesses. Changes in the global trading environment such as the lifting of restrictive legislation and a greater homogeneity in buyer behavior have resulted in the further spread of franchising activity from the developed economies toward emerging markets in Asia, South America, and Europe. There are clear advantages to adopting franchise as an entry mechanism into international markets. Franchising is of great benefit to emerging and transitional economies. Franchisors have various modes of operation available to them when developing an international market presence. Issues surrounding control, support, and the nature of the franchise relationship play an important role in the development of international franchising.


  • franchising;
  • international;
  • retailing;
  • fast food;
  • emerging markets