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The decision to take a company outside the UK involves careful analysis of risk and benefit factors, consideration and selection of potential markets, planned market entry, and development of market penetration over time. While this can be done through a number of strategies, franchising is a growing means of achieving international presence. In particular, McDonald’s and The United Colors of Benetton represent two distinct yet successful examples of effective international marketing in globally franchising firms.
DECIDING TO FRANCHISE INTERNATIONALLY
With the increase in international franchising and its impact on marketing, a number of studies have been conducted on various related aspects...
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