Master International Franchising in China: The Case of The Athlete's Foot (A)

Ilan Alon (First Author), Po Xu (Participant Author)

科研成果: 其它稿件案例

摘要

Franchising in China is a relatively new and growing phenomenon which has gained momentum since the 1990s. Among the franchising pioneers in China are large and well-known food and beverage brands such as KFC and McDonald’s. Less well known, but equally important, are the non-food and beverage retail and service industries which have also made inroads in China using franchising. One such example is The Athlete’s Foot. This American company has been a major competitor in the athletic shoes and sportswear sectors globally. It made an early entry into China using international master franchising and, consequently, ran into problems that were typical for companies expanding internationally using franchising. Case A describes franchising in China, The Athlete’s Foot company, and the experiences of the Chinese master franchisee — Rick Wang. Despite the initial success of this franchise system in China, Wang quickly ran into financial and operational problems. Case B illustrates what Wang did to rescue the company from its problems.
源语言英语
页数13
已出版 - 1 1月 2002

案例编号

ENT-14-013

案例规范编号

ENT-14-013-CE

更新日期

2016-06-23

案例类型

Field

来源

China Europe International Business School

关键词

  • Business Model
  • Franchise
  • Retail
  • Sporting Goods
  • Strategy Transformation

案例学科表

  • 创业
  • 综合管理

案例行业表

  • 零售

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