Case study: strategic alliances in international franchising ‐ the entry of Silver Streak Restaurant Corporation into Mexico

Abstract

The study examines the process of international market expansion by a relatively new and small franchisor. Particular emphasis is placed on the company‘s efforts to identify a suitable partner in the host country, the adaptation of the concept to address differences in the new market, and the multitude of critical decisions that need to be made when franchising in international markets. The authors also discuss the role that strategic alliances play in the success of international franchising efforts. The paper concludes with the implications of this case for both researchers and practitioners.

Citation

Hadjimarcou, J. and Barnes, J.W. (1998), "Case study: strategic alliances in international franchising ‐ the entry of Silver Streak Restaurant Corporation into Mexico", Journal of Consumer Marketing, Vol. 15 No. 6, pp. 598-607. https://doi.org/10.1108/07363769810241463