Executive insights: Franchising opportunities and threats in Russia

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.