Part 2: US Franchisors in Europe
Milena Mihaylova, PHD candidate at Colubia University, New York, USA
Part 2
A comparative study of US Franchisors expanding on Central and Eastern European Markets
The following report prepared by Milena Mihaylova, PhD candidate at Columbia University, NY, is part of a dissertation paper
“A comparative study of US franchisors performing on Central and Eastern European markets: entry strategies, implementation issues and market adaptation”.
It is generated to summarize the results from a survey distributed among US franchisors operating on the Central and Eastern European markets. The survey is questioning companies’ performance and experience in the CEE area.
The survey consisted of 29 descriptive and standard questions. Identifying correlation between certain variables helped describe evidences and distinguish trends. The results tend to represent a brief cross-industry snapshot of the American franchisors in the CEE area. The global expansion strategy and the desire of strong European presence are among the main reasons to enter the CEE markets. Europe still remains the most preferred market for the American franchisors.
