Article
Where to internationalise and why: Country selection by restaurant franchises
Author/s | González Márquez, Rafael
Rosa Díaz, Isabel María Caro González, Francisco Javier Galán González, José Luis |
Department | Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) |
Publication Date | 2023 |
Deposit Date | 2024-01-03 |
Published in |
|
Awards | Premio Mensual Publicación Científica Destacada de la US. Facultad de Comunicación |
Abstract | This paper analyses the factors that influence the selection of markets, as well as the process developed in the
first stages of internationalization of small and medium-sized franchises.
A multiple case study in the ... This paper analyses the factors that influence the selection of markets, as well as the process developed in the first stages of internationalization of small and medium-sized franchises. A multiple case study in the restaurant sector in Spain is carried out. The analysis identifies market opportunity, physical and cultural distance, availability of optimal locations, and emotional factors as the main criteria in selecting countries. Regarding the process, most of companies initially follow an opportunistic approach, with the franchisee initiating the contact, evolving later to a strategic approach, with the company initiating the search for the partner in the selected country. |
Citation | González Márquez, R., Rosa Díaz, I.M., Caro González, F.J. y Galán González, J.L. (2023). Where to internationalise and why: Country selection by restaurant franchises. Journal of Retailing and Consumer Services, 72. https://doi.org/10.1016/j.jretconser.2023.103287. |
Files | Size | Format | View | Description |
---|---|---|---|---|
Where to internationalise and ... | 655.6Kb | [PDF] | View/ | Artículo |