A Western franchise in Shanghai, China: a late entrant's success
Article
Article Title | A Western franchise in Shanghai, China: a late entrant's success |
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ERA Journal ID | 19840 |
Article Category | Article |
Authors | Roberts, Robin E., Frazer, Lorelle and Thaichon, Park |
Journal Title | Journal of Strategic Marketing |
Journal Citation | 30 (6), pp. 606-626 |
Number of Pages | 21 |
Year | 18 Aug 2022 |
Publisher | Taylor & Francis |
Place of Publication | United Kingdom |
ISSN | 0965-254X |
1466-4488 | |
Digital Object Identifier (DOI) | https://doi.org/10.1080/0965254X.2020.1823457 |
Web Address (URL) | https://www.tandfonline.com/doi/full/10.1080/0965254X.2020.1823457 |
Abstract | This research examines the timing of a food retail franchise’s entry into Shanghai, China. Previous literature espouses the benefits of early movers, but there is a lack of focus on related contingencies that influence the effect of entry timing on franchising outcomes. We employ a qualitative case study in two phases. The first interviews key franchise personnel regarding their motivations and strategies for expanding. The second utilizes focus groups to gain an understanding of customers’ perspectives. This paper considers the implications of the timing of market entry for franchises. Applying resource-based view, dynamic capabilities, and agency theory and institutional theory, the study provides an understanding on how entry timing should be analysed in conjunction with other contingencies including the area that is entered, the type of entry, the relevant players and the strategies, resources, capabilities, and assets needed to enter in order to achieve desirable outcomes. |
Keywords | Market entry; innovation; adaptation; imitation; Franchising; retail; emerging market |
ANZSRC Field of Research 2020 | 350605. Marketing management (incl. strategy and customer relations) |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Griffith University |
University of the Sunshine Coast |
https://research.usq.edu.au/item/xx0yz/a-western-franchise-in-shanghai-china-a-late-entrant-s-success
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