Caso practico walden

Case Study: Strategic Alliances in International Franchising—The Entry of Silver Streak Restaurant Corporation into Mexico
The unprecedented growth of franchising in the USA during the last 25 yearsand the eventual market saturation that followed has led many US based franchisors to seek further growth in international markets. While large franchisors may consider their overseas market entry asa natural extension route of their domestic business, small medium sized franchisors may lock both the financial resources and market know how to venture in international markets. Yet, theentrepreneurial mindset guides small and medium franchisors to seek unique windows of opportunity in places an cultures not familiar to them. Therefore the phenomenon of international franchising is not limitedto the big players in the franchising world, but all sorts of franchisors view international markets as profitable extensions of their domestic operations.
The internationalization process of firmsas described by Cavusgil and Nevin (1980) encompasses four key stages: domestic marketing, experimental involvement, and committed involvement. Most franchise entities follow the steps ofinternationalization in the aforementioned order as a means of adapting themselves to the intricacies of new markets. Experimentation in the new business environment is a precursor to international growth.Frequently the experimentation phase is initiated via strategic alliances with foreign partners. This is especially true in the case of small franchisors that lack the resources, both financial and humancapital to undertake the arduous task of establishing themselves in not just new, but also culturally, legally and logistically different markets. Therefore the presence of a foreign partner mayalleviate a slew of problems for the franchisor. More active involvement and plans for the further expansion in international markets may follow these initial steps.
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