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HOBBS
C/B/1725. Internationalisation of HOBBS through franchising
- WORDS:
- 5300
- DATE:
- 2009
- PRICE:
- 59.99 GBP
The paper examines the ability of HOBBS, a UK based fashion retailer, to choose franchising as a strategic mode towards internationalisation. References are made to the agency theory applying it to the company’s expansion to the international market. Marketing mix (7P) analysis of HOBBS is conducted.
KEYWORDS: Internationalization, HOBBS, franchising, agency theory, 7P, marketing mix,
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