What is it about?
The importance of market similarity to increased penetration by franchisors is examined. The study examines the flow of franchises among 39 nations and found that penetration into country markets is greatest when the home and host markets are similar in geography, culture, media availability and political risk.
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Why is it important?
This study sues a global perspective rather than that of any particular nation.
Perspectives
This study focuses on factors affecting market penetration by franchisors in international markets.
Dr Richard C. Hoffman
Salisbury University
Read the Original
This page is a summary of: International Franchise Expansion: Does Market Propinquity Matter?, Multinational Business Review, April 2008, Emerald,
DOI: 10.1108/1525383x200800017.
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