Franchisors Do Their Homework Before Entering International Markets: Experiences from the Australian Franchising Sector

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Title Franchisors Do Their Homework Before Entering International Markets: Experiences from the Australian Franchising Sector
Author Frazer, Lorelle; Merrilees, Bill; Bodey, Kelli Lee
Journal Name International Entrepreneurship and Management Journal
Editor Dianne H.B. Welsh
Year Published 2007
Place of publication United States of America
Publisher Springer Science
Abstract Whilst the literature on international franchising practice is well established, an issue that remains unaddressed is the optimal timing for international expansion activities. In this study an Internet survey of the population of business format franchisors in Australia is conducted to obtain a profile of franchising, including international expansion data. In the second stage, a series of case studies with 16 Australian-based franchise systems is reported. The results indicate that franchisors do not wait until the domestic market is saturated before venturing overseas. Moreover, franchisors tend to develop their international expansion strategies after the business has demonstrated success in the local market.
Peer Reviewed Yes
Published Yes
Volume 3
Issue Number 4
Edition Special Issue
Page from 437
Page to 452
ISSN 1555-1938
Date Accessioned 2007-06-22
Date Available 2008-02-14T23:12:49Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing and Market Research
URI http://hdl.handle.net/10072/17004
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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