A Reappraisal of Franchising Across National Boundaries in Foreign Market Entry Mode Analysis

Fred Burton*, Adam R. Cross

*Corresponding author for this work

Research output: Chapter in Book or Report/Conference proceedingChapterpeer-review


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.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages5
Publication statusPublished - 2015
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Business Format
  • Entry Mode
  • Foreign Market
  • Foreign Market Entry
  • Host Country


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