| International marketing strategies in the franchise internationalization process |
| Paper ID : 1271-SSRC-13TH |
| Authors |
|
nooshin benar1, sadegh fatahi milasi *2, samar ata jafer2 1Associate Professor of Sports Management, University of Guilan, Rasht, Iran 2PhD student in Sports Management, University of Guilan |
| Abstract |
| Introduction: A franchise is a way of doing business in which the franchisee has the right to operate under the franchisor's marketing model to deliver goods or services and distribute products. The franchisor gives the franchisee the right to use their trademark, name and advertising. Many of the products we consume or the services we receive are provided by the franchisors. Objective: The purpose of this study is to develop the necessary strategies (internal and external marketing management) for the process of franchising internationalization of sportswear companies. Methodology: The research methodology is qualitative and uses a meta-combined approach that has seven basic steps based on the Sandlowski meta-combined method. At first, comparable researches were examined and from the total of approved researches in terms of usability, components were extracted to form a hybrid model. Results: The research findings indicate that among the categories extracted from previous researches, the most important factors in the internationalization process of "franchisors" at the company level include(Company size, resources and capabilities of the company, brand strength, international orientation and experience) With special emphasis on the brand as a vital asset International marketing strategies must also be adapted to adapt marketing elements to the needs and characteristics of the host market and to focus strategic decisions to maintain a brand image, which follows a semi-global marketing strategy. Conclusion: The internationalization of companies is a gradual process. Also, in relation to the internationalization of brands in the franchise, it is very important to pay attention to the culture of the host country. Also, focusing on product and communication in relation to marketing elements is more important than other marketing mix. |
| Keywords |
| International Marketing, Franchise, Strategies in international markets |
| Status: Abstract Accepted (Oral Presentation) |
