Market and partner selection processes in international retail franchising

Research output: Contribution to journalArticle

79 Citations (Scopus)

Abstract

This paper adopts a qualitative, case study approach to examine the market and partner selection processes of retailers operating internationally via franchising. Despite the increasing prevalence of franchising as an entry mode for international retailers, little research exists that considers how these firms choose franchise markets and franchise partners. The paper proposes a conceptual framework of the market and partner selection process that exhibits opportunistic and strategic behavior. Firms adopting a strategic approach undergo a market screening process before market attractiveness factors ultimately lead to the market selection decision. In the strategic partner selection process that follows, finance, business know-how, local knowledge, a shared understanding of the business and brand, and, ultimately, chemistry between the partners are the key factors influencing partner selection. In the case of an opportunistic approach to market and partner selection, the process reverses, with partner selection directly influencing market selection.
LanguageEnglish
Pages528-534
Number of pages7
JournalJournal of Business Research
Volume62
Issue numberMay
DOIs
Publication statusPublished - 2009

Fingerprint

Market selection
Selection process
Franchising
Partner selection
Retail
Franchise
Retailers
Screening
Entry mode
Opportunistic behavior
Factors
Influencing factors
Shared understanding
Finance
Local knowledge
Market attractiveness
Conceptual framework
Strategic behavior

Keywords

  • market
  • partner selection processes
  • international retail franchising
  • retailing
  • case study
  • international franchising
  • market selection
  • partner selection

Cite this

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Market and partner selection processes in international retail franchising. / Doherty, Anne Marie.

In: Journal of Business Research, Vol. 62, No. May, 2009, p. 528-534.

Research output: Contribution to journalArticle

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