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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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