Internationalisering med franchise i fokus : En fallstudie om O'Learys framfart på den internationella marknaden

Sammanfattning: Purpose: The purpose of this study is to investigate the strategies used by a Swedish franchise company when they established in the international market. Theoretical perspective: The theoretical frame consists of previous research on internationalization, market entry mode and franchising as a concept. Method: The study follows a qualitative method and has a deductive research approach, with case study as research design. Result: The empirical content is collected from semistructured interviews with three respondents from O’Learys. Conclusion: O’Learys has established on the international market through networking. Through franchise, the company has gradually established restaurants in the Nordic region, the rest of Europe, Asia and the Middle East. During the internationalization process, O’Learys has encountered cultural barriers, which the company handled by being adaptive inits business model, without detracting from the core of the business. O’Learys has had the strategy of working with Multi Unit operators and also being accurate with the analysis work to find potential markets. In addition, the company wants to create safe and profitable franchisees by being a good support office.