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    Franchising and/or licensing as foreign market entry strategies in the Chinese hotel industry

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    ma_ziyan_ling_2007.pdf (1.883Mb)
    Author
    Ling, Ziyan
    Date
    2007
    Degree
    MSc in International Business
    URI
    http://hdl.handle.net/10788/111
    Publisher
    Dublin Business School
    Rights holder
    http://esource.dbs.ie/copyright
    Rights
    Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
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    Abstract
    Franchising is a commonly used market entry strategy in the hotel industry. Licensing on the other hand, is mostly applied in the technological industry. This study critically evaluated franchising and licensing as market entry modes and their roles in the Chinese hotel industry. Primary data materials were gathered from informants from international hotels and associations in the hotel industry. After in-depth analysis, the research found a number of unique points are not included in the literature, such as, licensing enabled rapid expansion in the hotel industry in China. The findings have valuable contribution to the related literature and practice. The researcher also made recommendations for further research at the end of this study.
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