@inbook{89dff6d29f6b4a8ebb05e3f3dd83a296,
title = "A Reappraisal of Franchising Across National Boundaries in Foreign Market Entry Mode Analysis",
abstract = "The traditional view of international franchising presented in foreign market entry mode analysis literature is that it ubiquitously involves a contractual, non-equity, non-direct association between the market entrant and host country entities. However, by describing the variety of organizational forms of international franchising employed by franchising firms today, this paper demonstrates that such a perspective is somewhat limited in scope. Franchising entrants can, and do invest equity in local operations, both at the sub-franchisor level and at the unit level As a consequence, many of the assumptions currently held of international franchising as a foreign market entry mode must have their relevance challanged. A re-evaluation of international franchising in foreign market entry analysis literature is therefore merited.",
keywords = "Business Format, Entry Mode, Foreign Market, Foreign Market Entry, Host Country",
author = "Fred Burton and Cross, {Adam R.}",
note = "Publisher Copyright: {\textcopyright} 2015, The Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-13159-7_139",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "638--642",
booktitle = "Developments in Marketing Science",
}