International Franchising in Emerging Markets: Central and Eastern Europe and Latin America / International Franchising in Emerging Markets: China, India and Other Asian Countries

By Ballard, Nadia | New England Journal of Entrepreneurship, Spring 2003 | Go to article overview

International Franchising in Emerging Markets: Central and Eastern Europe and Latin America / International Franchising in Emerging Markets: China, India and Other Asian Countries


Ballard, Nadia, New England Journal of Entrepreneurship


Ilan Alon and Diane H. B. Welsh, editors, International Franchising in Emerging Markets: Central and Eastern Europe and Latin America. Chicago: CCH Inc., 2001.

Ilan Alon and Diane H. B. Welsh, editors, International Franchising in Emerging Markets: China, India and Other Asian Countries. Chicago: CCH Inc., 2001.

Half of a two-book series, International Franchising in Emerging Markets: Central and Eastern Europe and Latin America, is a comprehensive, educational and yet practical collection of research and articles on the topic of cross-border franchising. Edited by Dr. Ilan Alon, associate professor of international business at Crummer Graduate School of Business, Winter Park, Florida, and Dianne H. B. Welsh, executive director of the Muldoon Center for Entrepreneurship at John Carroll University, the book begins with a general overview of franchising as one of the most effective methods for penetrating international markets and follows with an academic review of the political, social, economic, and technological developments facilitating the spread of franchising in developing regions. Most attention, however, is given to specific accounts of the opportunities and challenges facing current and future franchisors in the countries of Central and Eastern Europe and Latin America.

Through contributions from real-life franchisors and franchisees, academic researchers, consultants, legal experts and other authorities, the editors weave a dynamic portrait of the current state of franchising in the emerging markets that combines theory and practice from both global and local perspectives. For example, the first of two chapters dedicated to Russia focuses on the overall conditions for franchising in the country and gives general recommendations for entering that market, while the second chapter provides an in-depth analysis of the opportunities and threats in the Russian hospitality industry. A similar approach is followed in the sections on Central Europe and Latin America, while single chapters are dedicated to Slovenia, Bulgaria, Croatia, Brazil, and Mexico.

The book has special impact not only because Alon and Welsh are established authorities on franchising but also because the articles they've selected are mostly written by local practitioners and researchers who add realistic and practical flavor to their writings, backing it with surveys, interviews, and statistical data. Therefore, the appeal of International Franchising in Emerging Markets: Central and Eastern Europe and Latin America stretches beyond academic circles to encompass business leaders, professionals, and entrepreneurs alike.

The exponential growth in the franchising sector and the frequent changes occurring in the developing countries covered in this book guarantee that the research and guidelines included here will soon have to be revised. Nevertheless, Alon and Welsh's compilation provides a much-needed glimpse into the dynamics of a business field and geographic regions that are often underrepresented in business research, but soon should emerge as some of the main sources for long-term growth for business.

The second part in this two-book series, International Franchising in Emerging Markets: China, India and Other Asian Countries, focuses on the Far and Middle East regions. To be precise, almost half of the book is dedicated to the development of franchising in China, and that is understandable, considering the importance this vast market holds for Western businesses. …

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