Abstract
Research on franchising has increased considerably in recent years. However, there is a subject where knowledge in franchise remains very low; this is the study of the factors driving franchisors to expand their business in international markets. Attempting to fill this gap, this research analyzes the influence of experience (general, pre-franchise and international), internationalization speed and the sector of the firm on international franchisors expansion strategy. A database of 151 Spanish franchisors present in foreign markets in 2010 was studied. Results show that international experience and internationalization speed determine positively the trend to diversify country markets. In addition, firms sector generates significant differences in strategic behaviour when franchisor expands internationally. Concretely, franchise chains from retailing sector are the most likely to diversify their risks in a larger number of country markets. Based on the sector, this study offers important contributions from multi-group analysis. The paper ends with the main findings, limitations and future research. Key words: Franchise, international expansion strategy, experience, internationalization speed, sector, multi-group analysis.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
