A Western franchise in Shanghai, China: a late entrant’s success

Published on Sep 17, 2020in Journal of Strategic Marketing
· DOI :10.1080/0965254X.2020.1823457
Robin Elaine Roberts1
Estimated H-index: 1
(Griffith University),
Lorelle Frazer4
Estimated H-index: 4
(University of the Sunshine Coast),
Park Thaichon10
Estimated H-index: 10
(Griffith University)
Sources
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 conting...
References66
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Purpose – This paper aims to examine the effect of different relational bonding strategies on franchisees’ perceptions of benefits. The duration of the relationship is framed as a moderator between three types of relational bonds and the perceived benefits. Design/methodology/approach – The data are collected via a survey from foodservice franchisees in South Korea. To test the study’s hypotheses, the research model was estimated with two-stage least squares. Findings – The result shows that soc...
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Entry decisions—often critical to firm survival and growth, market evolution, and industry profitability—have been the subject of inquiry for decades. In particular, the timing of entry decisions, drawing primarily on the first-mover advantage (FMA) perspective, has emerged as a prominent area of study. While previous research confirms that entry timing is critical, a large number of contingencies create conceptual and methodological complexities that undermine the formation of a rigorous theory...
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