Title: Franchise expansion in the Asia Pacific region. A country choice examination

Authors: Verónica Baena

Addresses: Department of Business Administration, European University of Madrid, Calle Tajo, s/n. Urb. El Bosque, s/n., 28670-Villaviciosa de Odón, Madrid, Spain

Abstract: The Asia Pacific region is home to about half of the world's population. It also comprises some of the most dynamic economies in the world. Yet despite all this, little is known about the factors influencing country choice for franchise expansion into these markets. To enhance the knowledge on this issue, this study examines the effect of some host country's variables driving franchise spread into Asian Pacific markets. Results obtained in this study are useful for understanding and predicting the demand for franchising in the Asia Pacific region. Readers are also provided with a general overview of the current state of global franchising diffusion overseas.

Keywords: international business management; global franchising; country choice; transaction cost theory; Asia Pacific; franchise expansion; franchises; host countries; new markets; franchising diffusion; Spanish franchisees; Spain; small and medium-sized enterprises; SMEs; entrepreneurs; entrepreneurship.

DOI: 10.1504/IJESB.2013.052515

International Journal of Entrepreneurship and Small Business, 2013 Vol.18 No.3, pp.247 - 261

Available online: 08 Mar 2013 *

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