TY - JOUR 
A1 - Baena Graciá, Verónica
AU - Cerviño Fernández, Julio
T1 - European franchise expansion into Latin America. Evidences from the Spanish franchise system
Y1 - 2014
UR - http://hdl.handle.net/11268/3288
AB - Although the body on international marketing focuses on emerging markets is growing, the attention paid to the Latin American context continues to be very limited. In an attempt to enhance the knowledge that managers and scholars have on franchising expansion, the present study examines how a number of market conditions may drive diffusion of franchising into those nations. Results obtained in this study are useful for understanding and predicting the demand for franchising in Latin American countries. Moreover, the present work explores how market conditions may drive international diffusion of franchising into Latin American markets.
KW - Country Choice
KW - Internationalization
KW - Franchising
KW - Franquicia - España
KW - Empresas multinacionales
KW - Empresa transnacional
KW - Europa
KW - España
KW - América Latina
LA - eng
PB - Universitat de València
ER -