Diversity in large firm international franchise strategy

Compares two of the largest and most recent examples of international franchising with Europe. Data collected from UK master franchisee personnel are used to illustrate how Friendly Hotels became the European master franchisee for Choice Hotels International and how Scotts Hotels became a major provider of Marriott International hotels in the UK. Focuses particularly on a comparison of the two relationships and on levels of product‐system transfer. Concludes by drawing out the issues relating to the introduction and marketing of international franchise brands.