Abstract
Presents a conceptual model that examines the determinants of the
internationalization process of franchise systems. The basic assumption
of the model is that the internationalization decision is essentially a
cost/benefit assessment that is filtered through the perceptions of top
management. Consequently, the central constructs of the model are
perceived risk and perceived benefits which are shaped by a set of
organizational and environmental factors, and which, in turn, determine
the strengths of intentions to internationalize.
Subject
Marketing,Business and International Management
Cited by
86 articles.
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