Baena Graciá, VerónicaCerviño Fernández, Julio2013-11-272013-11-272012Baena-Graciá, V., & Cerviño-Fernández, J. (2012). Choosing the master franchise entry mode in the Middle East. Highlighting Spanish firm’s international experience and the host country’s efficiency of contract enforcement. In XXIV Congreso Nacional de Marketing, AEMARK 2012, 12-14 Septiembre (pp. 285). Mallorca, Spain: ESIC.9788473567114http://hdl.handle.net/11268/607Although the body on international management focuses on non-developed markets is growing, the attention paid to the Middle East context continues to be very limited. In an attempt to contribute to literature, this study examines how a number of market coengconference outputrestricted accessMarketing