The internationalization strategy of Spanish indigenous franchised chains: a resource-based view
Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 4
Mariz-Perez R., Garcia-Alvarez T.Journal of Small Business Management (USA), October 2009, Vol. 47 No. 4, Start page: 514, No. of pages: 17
Purpose - Ascertains what factors support and/or hinder the international expansion of Spanish franchise chains. Design/methodology/approach- Outlines two key characteristics of franchise chains pertaining to their proximity to consumers and the franchisor/franchisee contract, overviews the arguments of resource-based theory regarding the possession of unique,inimitable tangible and intangible assets for competitive advantage, notes that the theory posits that franchising will be more intensively employed by chains in the early stages of their life cycles, concentrates on intangible assets, and explores how such assets can affect a chain’s international expansion decision. Presents nine hypotheses relating national market saturation,trademark value, chain reputation, franchisor knowledge and the ability to transfer it, and monitoring costs and capacities, to the internationalization decision. Tests the hypotheses by analysing 2005 data extracted from Annual Franchise Guidebooks pertaining to 304 chains.Article type: Research paperISSN: 0047-2778Reference: 38AZ161
Keywords: Business development, Corporate strategy,Franchising, International trade, Spain
