Currently, international franchising represents a fast growing business reality. Italian franchisors though, are still few, even in the sectors that could benefit from the made in Italy effect on product and store image. The main purpose of this study is to describe and analyse the development of Italian franchising abroad, considering various sectors and countries, and to explain the main characteristics of the business format developed by Italian franchisors in the foreign markets.
FRANCHISING AS A MODE OF ENTRY FOR ITALIAN COMPANIES IN INTERNATIONAL MARKETS
VIANELLI, DONATA
2003-01-01
Abstract
Currently, international franchising represents a fast growing business reality. Italian franchisors though, are still few, even in the sectors that could benefit from the made in Italy effect on product and store image. The main purpose of this study is to describe and analyse the development of Italian franchising abroad, considering various sectors and countries, and to explain the main characteristics of the business format developed by Italian franchisors in the foreign markets.File in questo prodotto:
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