International Expansion of United States Franchisors: A Status Report and Propositions for Future Research

IF 0.7

Journal of Marketing Channels Pub Date : 2016-10-01 DOI:10.1080/1046669X.2016.1224300

Richard C. Hoffman, S. Watson, J. F. Preble

引用次数: 6

Abstract

Given the growth of franchising globally, now is an important time to consider the international expansion trends of franchisors. This study examines current trends in the international expansion plans of United States franchisors using a unique data set drawn from 438 announcements on the International Franchise Association's website made by 85 franchisors over nine years. The findings describe the scope, duration, markets, entry modes used, and expansion rationale. Contrary to past practices, United States franchisors are more focused on expanding into the emerging markets of Asia rather than the developed markets of the West. It appears that they are attracted by the growth in these markets. Finally, the results are used to summarize the key trends in international franchise expansion and to generate propositions for future research. Some limitations and implications for practice are discussed.

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美国特许经营商的国际扩张:现状报告及未来研究建议

鉴于全球特许经营的增长，现在是考虑特许经营人的国际扩张趋势的重要时机。本研究使用了一组独特的数据集，从国际特许经营协会网站上85家特许经营商9年来发布的438份公告中提取，分析了美国特许经营商国际扩张计划的当前趋势。调查结果描述了范围、持续时间、市场、使用的进入模式和扩张理由。与过去的做法相反，美国的特许经营权授权方更专注于向亚洲新兴市场扩张，而不是西方发达市场。他们似乎是被这些市场的增长所吸引。最后，研究结果总结了国际特许经营扩张的主要趋势，并为未来的研究提出了建议。讨论了一些限制和对实践的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.