Global Franchising Operations Management: Cases in International and Emerging Markets Operations, CourseSmart eTextbook

Franchising represents more than 10% of the US economy and 50% of US retail sales, and this winning business model is now showing exceptional promise outside the US as well. Both franchisors and franchisees are beginning to discover immense opportunities to extend operations or build new franchises in emerging markets. Of course, success will depend on their ability to execute -- and extending successful franchising operations outside their home markets requires significant new skills, knowledge, and expertise. In this book, the field's leading expert and author brings together an unprecedented collection of in-depth cases that illuminate the field's unexplored opportunities, key pitfalls, and proven best practices. Ilan Alon thoroughly covers the key challenges of global franchise operations from both the franchisor and franchisee perspective, illuminating the experiences of pioneers such as Marks and Spencer, Ruth's Chris Steakhouse, Athlete's Foot, Kodak, and Sari Organic. Alon addresses these and other pivotal issues:

• Should a franchisor or franchisee move into global markets?
• What marketing challenges accompany extending a franchise beyond its borders
• How do Master Franchisee and Micro-Franchising strategies work, and how can their risks be managed?
• What are the best ways to manage logistics, supply chains, operations, and demand management in new markets?

Chapter 1   Introduction     1

Part I: To Franchise or Not to Franchise
Chapter 2   San Francisco Coffee House: An American Style Franchise in Croatia     19
                   Ilan Alon, Mirela Alpeza, and Aleksandar Erceg
Chapter 3   Trying To Create a Stir: Opening a Coffee Shop in Korea     35
                   Gyewan Moon and Allen H. Kupetz
Chapter 4   International Marketing and Franchising at Marks & Spencer     49
                   Ilan Alon

Part II: In Search of Global Opportunities
Chapter 5   Estimating Demand in Emerging Markets for Kodak Express     75
                   David M. Currie and Ilan Alon
Chapter 6   Ruth’s Chris Steak House: The High Stakes of International Expansion     87
                   Allen H. Kupetz and Ilan Alon

Part III: Franchising in Emerging Markets and Developing Countries
Chapter 7   Master International Franchising in China: The Athlete's Foot, Inc. (Part A)     101
                   Amber Xu and Ilan Alon
Chapter 8   Master International Franchising in China: The Athlete's Foot, Inc. (Part B)     119
                   Amber Xu and Ilan Alon
Chapter 9   Social Entrepreneurship and Sustainable Farming in Indonesia     125
                   Ilan Alon and Eve Misati
Chapter 10  Final Reflections and Epilogues     145

Index     185