Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Quinn, B. 2010. International Franchising. Wiley International Encyclopedia of Marketing. 6.
- 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.
- fast food;
- emerging markets