Provides an ethnographic study of the internationalization process of a UK natural‐based bodycare products operation which expanded rapidly through franchising – with 249 franchised outlets operating in 31 countries by 1995. Recounts the first overseas market entry in 1987 into Sweden, which happened almost accidentally. Reports that the economic recession in the late 1980s in the UK focused the company’s attention on expanding overseas. Notes that the company preferred potential franchisees to contact them, rather than the other way round. Finds that a successful franchise operating in one country often led to expansion in neighbouring countries. Indicates that expansion overseas was an ad hoc affair but, in fact, when interviewing top management, an expansion plan becomes discernible. Explains how the company improved its performance by putting in place a better support package for franchisees, by more aggressively attracting potential franchisees, and by motivating existing franchisees. Concludes that ethnographic studies are valuable to find out what happens in practice as opposed to in theory.
Quinn, B. (1998), "The internationalization process of a franchise system: an ethnographic study", Asia Pacific Journal of Marketing and Logistics, Vol. 10 No. 2, pp. 66-84. https://doi.org/10.1108/13555859810764472Download as .RIS
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