Today, any franchisor seeking to go international is faced with three major problems:
1. Identifying the right master licensees
Finding the right master licensees is:
Causes tremendous angst in negotiating and in localizing the concept
2. Getting the master licensee to open additional outlets at a pace acceptable to the franchisor
3. Getting the master licensee’s franchisees to operate at expected standards
However, the growth potential for the brand to go International is tremendous and the franchisor, despite inconsistent results, continues the international journey. The current approach to international growth and development is not working.
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