Choosing the master franchise entry mode in the Middle East. Highlighting Spanish firm’s international experience and the host country’s efficiency of contract enforcement
- Baena Graciá, Verónica
- Cerviño Fernández, Julio
Editorial: ESIC Editorial
ISBN: 9788473567114
Año de publicación: 2012
Congreso: XXIV Congreso Nacional de Marketing, AEMARK 2012, 12-14 Septiembre, Mallorca
Tipo: Aportación congreso
Resumen
Although the body on international management focuses on non-developed markets is growing, the attention paid to the Middle East context continues to be very limited. In an attempt to contribute to literature, this study examines how a number of market co