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Franchisors do their homework before entering international markets: Experiences from the Australian franchising sector
Journal article   Peer reviewed

Franchisors do their homework before entering international markets: Experiences from the Australian franchising sector

Lorelle Frazer, B Merrilees and K Bodey
International Entrepreneurship and Management Journal, Vol.3(4), pp.437-452
2007
DOI: https://doi.org/10.1007/s11365-007-0054-z
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https://doi.org/10.1007/s11365-007-0054-zView
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Abstract

Australia born global entry international franchising timing
Whilst the literature on international franchising practice is well established, an issue that remains unaddressed is the optimal timing for international expansion activities. In this study an Internet survey of the population of business format franchisors in Australia is conducted to obtain a profile of franchising, including international expansion data. In the second stage, a series of case studies with 16 Australian-based franchise systems is reported. The results indicate that franchisors do not wait until the domestic market is saturated before venturing overseas. Moreover, franchisors tend to develop their international expansion strategies after the business has demonstrated success in the local market. © 2007 Springer Science + Business Media, LLC.

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