Diffusion of Franchise System Use in International Operations
- 1 May 1989
- journal article
- Published by Emerald Publishing in International Marketing Review
- Vol. 6 (5)
- https://doi.org/10.1108/eum0000000001520
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
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