International Marketing Review: Volume 9 Issue 5

International Franchising in the Context of Competitive Strategy and the Theory of the Firm

Sandra M. Huszagh, Fredrick W. Huszagh, Faye S. McIntyre

Suggests that the strategic advantages of experience, scaleeconomies, product differentiation, capital requirements, and locationare important determinants of international…

Transforming the Consumer in Russia and Eastern Europe

Avraham Shama

Centres on the transformation of the consumer in Russia, Hungaryand Poland. Reports on a study, carried out in co‐operation withscholars in these countries, which uses focus…

The Internationalization Process of Franchise Systems: A Conceptual Model

Sevgin Eroglu

Presents a conceptual model that examines the determinants of theinternationalization process of franchise systems. The basic assumptionof the model is that the…

Euromarketing: Charting the Map for Globalization

Tevfik Dalgic

Considers the European Community, which will be transformed into aninternal Euromarket in 1993 by combining several elements of bothnational and international markets. Attempts to…

Decentralized R&D for Global Product Development: Strategic Implications for the Multinational Corporation

Alphonso O. Ogbuehi, Ralph A. Bellas

Discusses the effect of a decentralized approach to research anddevelopment facility location in the multinational corporation. Presentsthe comparative advantages of locating R&D…