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  • Managing the risk for international franchise expansion

    Author(s)
    Merrilees, Bill
    Frazer, Lorelle
    Griffith University Author(s)
    Frazer, Lorelle
    Merrilees, Bill J.
    Year published
    2008
    Metadata
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    Abstract
    Australia has been coined the 'franchise capital of the world' (Walker 2004, p.36) because it has over three times the number of systems per capita than the United States. A leading business magazine, Business Review Weekly, describes the Australian franchising sector as 'booming' (Walker 2004, p.36). International franchising has potential to contribute to export performance, but requires a thorough understanding of the necessary capabilities. The research design uses a case research approach of leading systems, with an immediate focus on the front-end considerations of what approaches can contribute to success. Two ...
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    Australia has been coined the 'franchise capital of the world' (Walker 2004, p.36) because it has over three times the number of systems per capita than the United States. A leading business magazine, Business Review Weekly, describes the Australian franchising sector as 'booming' (Walker 2004, p.36). International franchising has potential to contribute to export performance, but requires a thorough understanding of the necessary capabilities. The research design uses a case research approach of leading systems, with an immediate focus on the front-end considerations of what approaches can contribute to success. Two types of international franchising strategy are proposed, namely brand-based. Subtle differences occur in the way the two systems mitigate front-end risk.
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    Conference Title
    Proceedings of the 22nd Annual Conference of the International Society of Franchising
    Publisher URI
    https://www.franchise.edu.au/home/research/international-society-of-franchising
    Publication URI
    http://hdl.handle.net/10072/24035
    Collection
    • Conference outputs

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