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Internationalization through Franchises: 100 Montaditos in Argentina
The article examines the franchise as a way of international expansion. By reviewing the impact literature, the adoption of a specific type of franchise is analyzed according to the level of control taken by the franchisor. Specifically, following the case study methodology, the commercial viability...
The article examines the franchise as a way of international expansion. By reviewing the impact literature, the adoption of a specific type of franchise is analyzed according to the level of control taken by the franchisor. Specifically, following the case study methodology, the commercial viability of opening a 100 Montaditos franchise in Argentina is studied, considering this opportunity. It is concluded that it is an innovative business model whose tangible and intangible assets provide the necessary strength for the project to succeed. Likewise, the conditions and characteristics of the Argentine gastronomic market represent a potential segment of interest. Given the above, the master form of franchise is suggested for this expansion.
