TY - JOUR
T1 - Executive insights
T2 - Franchising opportunities and threats in Russia
AU - Alon, Ilan
AU - Banai, Moshe
PY - 2000
Y1 - 2000
N2 - This article pertains to franchising in Russia, a post-Communist economy with one of the largest market potentials for American business. The authors focus on the environmental factors associated with international franchising in Russia and examine the four Ps and the entry strategies available to prospective franchisors, which provides the background for a franchising marketing plan. In addition, this research provides rules of thumb to potential market entrants into Russia.
AB - This article pertains to franchising in Russia, a post-Communist economy with one of the largest market potentials for American business. The authors focus on the environmental factors associated with international franchising in Russia and examine the four Ps and the entry strategies available to prospective franchisors, which provides the background for a franchising marketing plan. In addition, this research provides rules of thumb to potential market entrants into Russia.
UR - http://www.scopus.com/inward/record.url?scp=0041114144&partnerID=8YFLogxK
U2 - 10.1509/jimk.8.3.104.19634
DO - 10.1509/jimk.8.3.104.19634
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AN - SCOPUS:0041114144
SN - 1069-031X
VL - 8
SP - 104
EP - 119
JO - Journal of International Marketing
JF - Journal of International Marketing
IS - 3
ER -