Abstract
Franchising in China is a relatively new and growing phenomenon, which has gained momentum since the 1990s. Among the franchising pioneers in China are large and well-known food and beverage brands, such as KFC and McDonald’s. Less well known, but equally important, are the non-food retailing and service industries, which also made inroads in China using franchising. One such example is the case of the Athlete’s Foot Company. This American company has been a major competitor in the athletic shoes and sportswear sectors globally, made early entry into China using master international franchising, and, consequently, ran into problems indicative of the issues companies that expand internationally using franchising often encounter.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
According to Athlete’s Foot, Inc., the FitPrint System is a proprietary state-of-the-art computerized technology that measures pressure points at different phases of a customer’s gait.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Appendix
Appendix
Franchise structures of the Athlete’s Foot in China. Source: Author
Rights and permissions
Copyright information
© 2016 Springer International Publishing Switzerland
About this chapter
Cite this chapter
Alon, I. (2016). Master International Franchising in China: The Case of the Athlete’s Foot. In: Prange, C. (eds) Market Entry in China. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-29139-0_12
Download citation
DOI: https://doi.org/10.1007/978-3-319-29139-0_12
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-29138-3
Online ISBN: 978-3-319-29139-0
eBook Packages: Business and ManagementBusiness and Management (R0)