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Internationalisering med franchise i fokus: En fallstudie om O'Learys framfart på den internationella marknaden
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this study is to investigate the strategies used by a Swedish franchise company when they established in the international market.

Theoretical perspective: The theoretical frame consists of previous research on internationalization, market entry mode and franchising as a concept.

Method: The study follows a qualitative method and has a deductive research approach, with case study as research design.

Result: The empirical content is collected from semistructured interviews with three respondents from O’Learys.

Conclusion: O’Learys has established on the international market through networking. Through franchise, the company has gradually established restaurants in the Nordic region, the rest of Europe, Asia and the Middle East. During the internationalization process, O’Learys has encountered cultural barriers, which the company handled by being adaptive inits business model, without detracting from the core of the business. O’Learys has had the strategy of working with Multi Unit operators and also being accurate with the analysis work to find potential markets. In addition, the company wants to create safe and profitable franchisees by being a good support office.

Abstract [sv]

Syfte: Syftet med denna studie är att undersöka vilka strategier som ett svenskt franchiseföretag använt sig av vid etablering på den internationella marknaden.

Teoretiskt perspetkiv: Den teoretiska referensramen består av tidigare forskning kring internationalisering, market entry mode och franchising som koncept.

Metod: Studien följer en kvalitativ metod och har en deduktiv forskningsansats, med fallstudie som forskningsdesign.

Empiri: Det empiriska innehållet är insamlat från semistrukturerade intervjuer med tre respondenter från O'Learys.

Slutsats: O'Learys har med hjälp av nätverksrelationer etablerat sig på deninternationella marknaden. Genom franchise har företaget stegvis etablerat restauranger i Norden, övriga Europa, Asien och Mellanöstern. Under internationaliseringsprocessen har O'Learys stött på kulturella hinder, som företaget bemött genom att vara adaptiva i sin affärsmodell, utan att frångå kärnan i verksamheten. O'Learys har haft som strategi att arbeta med Multi Unit-operators och att vara noggranna med analysarbetet för att hitta potentiella marknader. Utöver detta vill företaget skapa trygga och lönsamma franchisetagare genom att vara ett bra supportkontor.

Place, publisher, year, edition, pages
2017. , 55 p.
Keyword [en]
Internationalization, network, cultural effects, franchise, entry mode
Keyword [sv]
Internationalisering, nätverk, kulturella effekter, franchise, entry mode
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-32793OAI: oai:DiVA.org:sh-32793DiVA: diva2:1109098
Subject / course
Business Studies
Supervisors
Examiners
Available from: 2017-06-14 Created: 2017-06-13 Last updated: 2017-06-14Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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