Diffusion of Franchise System Use in International Operations
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
:MCB UP Ltd
Copyright © 1989, MCB UP Limited