Franchise expansion in the Asia Pacific region. A country choice examination

Abstract

The Asia Pacific region is home to about half of the world’s population. It also comprises some of the most dynamic economies in the world. Yet despite all this, little is known about the factors influencing country choice for franchise expansion into these markets. To enhance the knowledge on this issue, this study examines the effect of some host country’s variables driving franchise spread into Asian Pacific markets. Results obtained in this study are useful for understanding and predicting the demand for franchising in the Asia Pacific region. Readers are also provided with a general overview of the current state of global franchising diffusion overseas.