The Development of Franchise Operations in Emerging Markets The Case of a Poland-Based Restaurant Operator

For entrepreneurs in the emerging markets of Central and Eastern Europe, franchising presents an opportunity to develop a start-up business with the assistance of an international firm. However, emerging markets are demanding environments for establishing and operating a business. These environments...

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Bibliographic Details
Published inCornell hospitality quarterly Vol. 49; no. 4; pp. 436 - 449
Main Authors Klonowski, Darek, Power, Jacqueline L., Linton, Daniel
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.11.2008
Sage Publications, Inc
SAGE PUBLICATIONS, INC
Subjects
Emerging markets
Franchises
Franchising
Hospitality industry
Human resource management
International marketing
Management
Restaurant industry
Restaurants
Services
Startups
Studies
Poland
Poland
restaurant management
international franchising
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Summary:For entrepreneurs in the emerging markets of Central and Eastern Europe, franchising presents an opportunity to develop a start-up business with the assistance of an international firm. However, emerging markets are demanding environments for establishing and operating a business. These environments challenge the ability of franchisors to transfer their franchise concept from their home market to the emerging market. This case focuses on the evolution of “American Restaurant Format” (ARF), one of the few franchise restaurant operators in Central and Eastern Europe. Notwithstanding the challenges of the Polish market, the case shows that most of ARF's problems were self-inflicted, the result of poor judgment and an inflexible franchise organization.
ISSN:1938-9655
1938-9663
DOI:10.1177/1938965508324294