Managing the risk for international franchise expansion

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Title Managing the risk for international franchise expansion
Author Merrilees, Bill; Frazer, Lorelle
Publication Title Proceedings of the 22nd Annual Conference of the International Society of Franchising
Editor Gerard Cliquet
Year Published 2008
Publisher ISoF
Abstract Australia has been coined the 'franchise capital of the world' (Walker 2004, p.36) because it has over three times the number of systems per capita than the United States. A leading business magazine, Business Review Weekly, describes the Australian franchising sector as 'booming' (Walker 2004, p.36). International franchising has potential to contribute to export performance, but requires a thorough understanding of the necessary capabilities. The research design uses a case research approach of leading systems, with an immediate focus on the front-end considerations of what approaches can contribute to success. Two types of international franchising strategy are proposed, namely brand-based. Subtle differences occur in the way the two systems mitigate front-end risk.
Peer Reviewed No
Published Yes
Publisher URI http://www.huizenga.nova.edu/ExecEd/ISOF/
Alternative URI http://www.huizenga.nova.edu/ExecEd/ISOF/ISoFPapers.cfm
Conference name 22nd Annual International Society of Franchising Conference
Location Saint-Malo, Britanny, France
Date From 2008-06-20
Date To 2008-06-21
URI http://hdl.handle.net/10072/24035
Date Accessioned 2009-02-13
Date Available 2009-10-14T22:16:11Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Non-Refereed)
Publication Type Code e2

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