A framework for implementing retail franchises internationally

被引:7
|
作者
Thompson, Megan [1 ]
Stanton, John [1 ]
机构
[1] Univ Western Sydney, Sch Mkt, Sydney, NSW, Australia
关键词
International marketing; Franchising; Research; Selection;
D O I
10.1108/02634501011078101
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose - For a predetermined form of business entry, the international market research process for selecting country markets requires the research questions and research process to be tailored to the entry mode. Retail business franchisors researching potential international markets must not only research market and demand conditions but also explicit issues related to partner selection, the business system's need for adaptation and contract development, often in different cultural and legal contexts. The paper aims to propose a framework that identifies the research issues and a process for implementing a retail business franchise system into international markets. Design/methodology/approach - The need for a tailored approach is established by drawing from the business franchising and international market research literature. Critical issues that may face franchisors and potential partners are ordered into a framework that can be used to guide decision-making of the parties involved. Findings - The research framework seeks to qualify potential partners, adjustments that may be required to the business system for a specific market and parameters for the contract that will bear on the investment return. The three-step market research process offers a prescriptive approach that integrates market selection with the entry mode. Originality/value - The proposed framework encompasses all potential parties. It offers a checklist of potential problems as well as a process for negotiating through to an outcome that strengthens the likelihood of a successful transfer.
引用
收藏
页码:689 / 705
页数:17
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