The Korean Journal of Franchise Management (한국프랜차이즈경영연구)

Korea Society of Franchise Management (한국프랜차이즈경영학회)
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A Case Study on the Overseas Expansion Strategy of a Franchise Restaurant

외식프랜차이즈 기업의 해외진출 전략에 관한 사례연구

  • Sung Mok JUNG (Department of Entrepreneurship, Chungang University) ;
  • Il Han LEE (Department of Business Administration, Chungang University)
  • Received : 2023.08.23
  • Accepted : 2023.09.15
  • Published : 2023.09.30
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Abstract

Purpose: As more and more food franchise companies want to expand overseas, related research is becoming more and more necessary. This study aims to examine the critical factors for successful overseas expansion according to the stages of overseas expansion, derive vital associations, and examine the success factors of overseas expansion through semantic network analysis. Research Design, Data, and Methodology: This study conducted in-depth interviews with three food franchise companies that have experienced overseas expansion and conducted semantic network analysis among crucial associations. The semantic network analysis was conducted using the Textom program. Results: Based on the results of the in-depth interview analysis, the factors considered when expanding overseas were categorized as 1) standardization and localization strategies of overseas franchisees, 2) physical environment of overseas franchisees, 3) entry types of overseas franchisees, 4) constraints of overseas franchisees, and 5) success criteria of overseas franchisees. The semantic network analysis based on the corresponding keywords showed that the importance of local partners is very high in common. Conclusion: This study examined and re-categorized the important factors to consider when a restaurant franchise company expands overseas in a step-by-step manner. In addition, an attempt was made to examine the keywords derived from the semantic network analysis objectively. The results provided theoretical and practical implications for the successful overseas expansion of franchise companies.

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