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

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...