The entry mode choice on a new market is always a hot issue for both practitioners and academics. One of the most widely used solutions is franchising. This chapter explains why in emerging market this option can be interesting. It also delineates the different suboptions within the franchise...

This research was conducted in the search for a better understanding of the ways in which potential franchisees make decisions, comparing this process with the perceptions of the franchisers. Using gap theory, the authors show how differences in expectations between the service provider (the...