Currently published as: Journal of Service Management
Online from: 1990
Subject Area: Industry and Public Sector Management
Options: To add Favourites and Table of Contents Alerts please take a Emerald profile
|Title:||The internationalization of retailing: Factors influencing the choice of franchising as a market entry strategy|
|Author(s):||Anne Marie Doherty, (School of Marketing, Supply and Strategy, Glamorgan Business School, University of Glamorgan, Pontypridd, UK)|
|Citation:||Anne Marie Doherty, (2007) "The internationalization of retailing: Factors influencing the choice of franchising as a market entry strategy", International Journal of Service Industry Management, Vol. 18 Iss: 2, pp.184 - 205|
|Keywords:||Fashion industry, Franchising, Globalization, Market entry, Retailing, United Kingdom|
|Article type:||Research paper|
|DOI:||10.1108/09564230710737826 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of this paper is to examine the factors that motivate international retail companies to choose franchising as a method for entering international markets.
Design/methodology/approach – Employs a qualitative methodology and a multiple case study design. Six major UK-based international fashion retailers form the empirical basis for the work.
Findings – Finds the motivating influences to be a combination of both organisational and environmental factors. International retailing experience, availability of financial resources, presence of a franchisable retail brand, company restructuring and influence of key managers emerge as the organisational factors while environmental influences are revealed as opportunistic approaches, local market complexities, domestic competitive pressures and availability of potential franchise partners.
Practical implications – Provides a useful source of information for those retail firms considering internationalization via the franchising method. Research is made all the more pertinent by the fact that retail service firms do not necessarily have franchising experience in the domestic market before they adopt franchising in the international environment. While findings are particular to retail firms they could also have relevance for other service sectors.
Originality/value – Addresses a gap in international franchising literature by examining the factors that motivate retail firms to internationalise via franchising. As such, the paper contributes to academic and practitioner understanding of the international retail franchise process.
To purchase this item please login or register.
Complete and print this form to request this document from your librarian