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ISBN-13 9780132884341ISBN-10 0132884348
ISBN-10 0132884143ISBN-13 9780132884143
Author(s): Ilan Alon
Publisher: FT Press
Copyright year: © 2012 Pages: 240

Franchising represents more than 10% of the US economy and 50% of US retail sales, and this winning business model is now showing exceptional promise outside the US as well. Both franchisors and franchisees are beginning to discover immense opportunities to extend operations or build new franchises in emerging markets. Of course, success will depend on their ability to execute -- and extending successful franchising operations outside their home markets requires significant new skills, knowledge, and expertise. In this book, the field's leading expert and author brings together an unprecedented collection of in-depth cases that illuminate the field's unexplored opportunities, key pitfalls, and proven best practices. Ilan Alon thoroughly covers the key challenges of global franchise operations from both the franchisor and franchisee perspective, illuminating the experiences of pioneers such as Marks and Spencer, Ruth's Chris Steakhouse, Athlete's Foot, Kodak, and Sari Organic. Alon addresses these and other pivotal issues:

  • Should a franchisor or franchisee move into global markets?

  • What marketing challenges accompany extending a franchise beyond its borders

  • How do Master Franchisee and Micro-Franchising strategies work, and how can their risks be managed?

  • What are the best ways to manage logistics, supply chains, operations, and demand management in new markets?