Abstract
Franchising of fast food chains is and has been a roaring success in the United States for several decades, does it have the same future in Hong Kong? McDonald’s has been firmly entrenched in Hong Kong for almost fourteen years and has been expanding successfully. Kentucky Fried Chicken, another popular chain in the United States, had an unsuccessful entry into the Hong Kong market during 1973–1975; a re-entry was attempted in 1985 and the performance has been quite well. The author documents these entry and expansion strategies and provide case examples of how to be successful via international franchising. The lessons for other US franchisors are obvious.
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Chan, T.S. (2015). Franchising of Us Fast Food Chains in Hong Kong: Entry and Expansion Strategies. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_33
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DOI: https://doi.org/10.1007/978-3-319-17055-8_33
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