Master Franchising as an Entry Strategy: Marketing and Legal Implications

In this paper the authors investigate the establishment of franchise agreements as a viable alternative to enter a foreign market. Specifically, the spotlight is on the strategy called master franchising. The authors first review the concept of franchising and identify master franchising as a strategic option. Next, they focus on the mechanics of structuring the required agreements. Last, the authors explore strategies, trends, and current opportunities and limitations of international franchising