Home · Encyclopedia · Entry model
Going globalEntry model
The chosen route into a market — master franchise, area development, joint venture or direct investment — determining the level of control and speed of expansion.
Definition
The chosen route into a market — master franchise, area development, joint venture or direct investment — determining the level of control and speed of expansion.
Where this sits
Taking a brand abroad is not simply replicating the model. It is a question of choosing the market, the entry model and — above all — the right partner.