... development Technological innovation Market entry The recent health crisis notwithstanding, the information technology revolution is potentially challenging the brand-to-customer relationship and paving the way for opportunities to capture share markets abroad. For example, marketers now have easier...

... Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Brazil Franchising Internationalization Market entry International franchising Emerging markets In a country with continental dimensions, the fifth largest country in the world in area, and different...

... China Franchising Localization Internationalization Market entry WOFE The fact that China is ranked among the most promising markets in the world is no surprise. According to a Goldman Sachs (2003) report, it will be the largest economy in the world, by GDP (unadjusted to local purchasing...

...Heejin Woo; Jake Grandy Purpose By introducing how a young entrepreneurial firm leverages bundling as a market entry strategy, this study aims to suggest a way that a relatively vulnerable startup can secure its position from a threat of resource-rich established competitors. Design/methodology...