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.
Lozada, Héctor R.; Hunter, Richard J. Jr.; and Kritz, Gary H.
"Master Franchising as an Entry Strategy: Marketing and Legal Implications,"
The Coastal Business Journal: Vol. 4:
1, Article 3.
Available at: https://digitalcommons.coastal.edu/cbj/vol4/iss1/3
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