Multiple Stakeholders’ Perspectives on Franchisee Brand Benefits

Ghantous, Nabil; Jaolis, Ferry

doi:10.1007/978-3-319-29877-1_123

Cited by 1 publication

(1 citation statement)

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“…The variables that may influence the failure of franchising operations include, among others, the number of owned outlets, the industry type, the terms of contracts and the industry type. Ghantous and Jaolis (2016) investigate how the brand affects franchisees’ intentions and behaviours and show that the brand acts as a heuristic of choice for franchisees and drives consumer-based brand equity.…”

Section: Results Of the Literature Reviewmentioning

confidence: 99%

Foreign market entry decision-making and heuristics: a mapping of the literature and future avenues

Guercini

Milanesi

2022

MRR

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Purpose This paper aims to provide a wide picture of studies on heuristics for international decision-making with a focus on foreign market entry. This paper systematically reviews studies published in the international business and international marketing domain to examine heuristically based decisions for foreign market entry. Design/methodology/approach This paper proposes a systematic literature review and an in-depth analysis of 32 papers published between 1997 and 2021 dealing with foreign market entry and the use of heuristics for international decision-making. Findings Even if the marketing and management literature is in many ways permeable to the debate around heuristics developed in experimental psychology and cognitive science, international business and international marketing studies on the one hand recognize that international decision-making, especially when dealing with foreign market entry, is strongly characterized by uncertainty, on the other hand, there isn’t a developed and systematized literature about it. This paper shows key topics and areas fundamental to foreign market entry in which heuristics are applied by decision makers and their effectiveness. Originality/value A systematic review of the use of heuristics for foreign market entry decision-making can represent a useful step for a more organic development of knowledge about the more general use of heuristics for international decision-making. Understanding the decision-making process on the modes of entry in foreign markets is a key topic for international marketing and international business scholars and practitioners.

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Section: Results Of the Literature Reviewmentioning

confidence: 99%