What is it about?
A strategy for SME, new comers and established brands to expand in local and foreign markets when there is low resources or complex market structure
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Why is it important?
Provides insights to entrepreneurs on how to develop their own entry mode strategies
Perspectives
Store in Store franchising is an observed phenomena in marketing and franchising; yet has not been widely studied. It has been heavily used on the USA market, Spain among several others.
Alexander Rosado-Serrano
Universidad Interamericana de Puerto Rico
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This page is a summary of: STORE IN STORE FRANCHISING STRATEGY: THE TREND IN FRANCHISING NEGOTIATION, Newman Business Review, June 2016, Escuela de Postgrado Neumann,
DOI: 10.22451/3002.nbr2015.vol1.1.6001.
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