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Diffusion of Franchise System Use in International Operations

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 May 1989

970

Abstract

The spread of “second generation” franchise system use from a predominantly US base is examined. The focus is on Australia as one of the major recipient countries. Australia has moved rapidly through a process of adoption and imitation of US companies′ franchise systems in the 1970s and 1980s. Having applied the franchise system in domestic operations, a number of Australian companies have now begun to develop an international thrust, including an interest in the US market.

Keywords

Citation

Welch, L.S. (1989), "Diffusion of Franchise System Use in International Operations", International Marketing Review, Vol. 6 No. 5. https://doi.org/10.1108/EUM0000000001520

Publisher

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MCB UP Ltd

Copyright © 1989, MCB UP Limited

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