International franchise expansion of service chains: insights from the Spanish market

Authors: Baena, Verónica1; Cervino, Julio2

Source: The Service Industries Journal, Volume 32, Number 7, 1 May 2012 , pp. 1121-1136(16)

Publisher: Routledge, part of the Taylor & Francis Group

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This paper attempts to identify the effects of several variables on the international expansion pursued by Spanish service franchise chains. These include: management and franchising experience, brand awareness, the international franchise ratio, and a franchisor's size. Specifically, the study looks at 125 franchisors doing business in 44 foreign countries in late 2009. Findings allow us to conclude that management and franchising experience, together with brand awareness, the international franchise ratio and company size are significantly associated with (i) the number of countries where the chain has a presence; (ii) the number of operational outlets the franchisor has abroad, and (iii) the number of years the chain has been operating overseas.

Keywords: agency theory; franchise system; international marketing; internationalization; service companies; signaling theory

Document Type: Research Article


Affiliations: 1: Department of Business Administration,European University of Madrid, Calle Tajo, s/n. Urb. El Bosque, 28670, Villaviciosa de OdónMadrid, Spain 2: Marketing section – Business Administration Department,ESAN University, Lima, Peru

Publication date: May 1, 2012

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