Chapter
E-Strategy and Soft Landings for Franchising in Emerging Markets
Ye-Sho Chen, Ed Watson, Renato F. L. Azevedo.
© 2014.
12 pages.
International franchising as a global growth strategy, especially in emerging markets, is gaining popularity. For example, the U.S. Commercial Service estimated that: (1) China, having over 2,600 brands with 200,000 franchised retail stores in over 80 sectors in 2007, is now the largest franchise...
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