International Franchising in Emerging Markets: China and Other Asian Countries

International franchising has assumed an increasingly important role for franchisors seeking to expand their businesses. The saturation of domestic markets, the rise of international communication and trade, the relaxation of trade barriers, and the globalization of business in general have all encouraged franchisors to cross national borders to reach new markets for their products and services. While the U.S., Canada, and Western Europe are already well-developed markets for many franchised businesses, emerging markets remain relatively untapped. This book will be important reading for franchisors wishing to penetrate these markets as well as others allied to the industry. It provides an overview of franchising in China and other Asian countries, focusing on the legal, political, economic, and social environment in each country. Its purpose is to provide state-of-the-art franchising research on markets with great potential for long-term growth.