Entry into the Austrian marketplace by extranational franchisors can be the next logical step in the expansion of their franchise system
Bringing your brand into a foreign country is a long-term strategic play. Just like most successful franchisors grew over time and built a strong base before they experienced strong and sometimes exponential growth, the best international plays should be rooted in patience, persistence, and knowledge.
Entry into the Austrian marketplace by extranational franchisors can be the next logical step in the expansion of the franchise system; however, it is a different game than domestic franchising and should not be done without a clear understanding of the risks, the pitfalls, and the unique challenges.