Abstract
In this paper the authors investigate the establishment of franchise agreements as a viable alternative to enter a foreign market. Specifically, the spotlight is on the strategy called master franchising. The authors first review the concept of franchising and identify master franchising as a strategic option. Next, they focus on the mechanics of structuring the required agreements. Last, the authors explore strategies, trends, and current opportunities and limitations of international franchising.
Recommended Citation
Lozada, Héctor R.; Hunter, Richard J. Jr.; and Kritz, Gary H.
(2005)
"Master Franchising as an Entry Strategy: Marketing and Legal Implications,"
The Coastal Business Journal: Vol. 4:
No.
1, Article 3.
Available at:
https://digitalcommons.coastal.edu/cbj/vol4/iss1/3
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