Market entry of American franchisors in Central and Eastern Europe

Milena Mihaylova ()
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Milena Mihaylova: University of Economics - Varna

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2013, issue 1, 65-76

Abstract: The following article represents the market entry of American franchisors in CEE. The author reveals the incentives of American companies to launch their franchise strategy through the bias of the three most popular scientific approaches on franchising. It is found an interdependence between company size and international scope, which proves that the choice to expand in CEE is rather caused by intraorganizational factors.

Keywords: franchise; CEE; market entry; company size; expansion; international scope (search for similar items in EconPapers)
JEL-codes: A00 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:vra:journl:y:2013:i:1:p:65-76

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