American Franchises in Europe
Milena Mihaylova, PHD candidate at Colubia University, New York, USA
A Comparative study of American franchises on the Central and Eastern European markets: entry strategies, implementation issues and market adaptation.
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 franchisees in Central and Eastern Europe, who have adopted a US franchise concept.
The participants in the survey are franchise managers of 89 American franchise companies operating on Eastern European markets. The survey is questioning companies’ performance and experience.
The questionnaire was sent in English via email to the franchise managers. Despite the language barrier, among all 459, 62 responded to the survey between January 2013 and March 2013.
