Efecto de la experiencia, la velocidad y el ritmo en la expansión internacional de las franquicias
|Autor||Navarro García, Antonio
Rondán Cataluña, Francisco Javier
Arenas Gaitán, Jorge
|Departamento||Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)|
|Tipo de documento||Ponencia|
|Resumen||Research on franchising has increased markedly in last decade. However, the knowledge on the determinants and consequences of international expansion of franchises needs to be broadened. Trying to fill this gap, this ...
Research on franchising has increased markedly in last decade. However, the knowledge on the determinants and consequences of international expansion of franchises needs to be broadened. Trying to fill this gap, this investigation is based on the principles of Uppsala and born global approaches, and analyzes a database consisting of 148 Spanish franchisors present in foreign markets in 2011. The paper investigates the influence of experience (general, prefranchise and international), speed and pace in the international expansion of franchisors. The results reveal four major conclusions: (a ) learning-experience- of franchisor influence strategic decisions related to the internationalization process, but only when the learning is specific to international activity; (b) geographic diversity or number of country/markets where the international franchisors operate. This variable is positively influenced by international experience and speed of internationalization; (c ) the form of expansion in foreign markets (diversification vs. concentration) determines the pace of international expansion of franchisors; (d ) size and international strength of franchise chains depend on the form and pace of international expansion of franchisors.