McDonald's Franchising Strategy

Paper Summary:

This research essay examines McDonald's franchising strategy, to determine the relationship between franchising advantages and business strategy, as well as the perception of McDonald's franchising program, in relation to their competitors. The paper discusses what McDonald's critical success factors are for their franchising program. It also looks at what McDonald's strategic and future direction through franchising is.

Table of Contents:
Introduction
Background
McDonald's Corporation Overview
Research Objective
Research Questions
Fast Food Industry Background
Rationale for the Chosen Topic
Theoretical Contributions
Practical Applications for McDonald's and Other Fast Food Restaurants
Research Boundaries
Organization of the Dissertation
Summary of the Chapter
Review of Literature
Franchising Systems
Entrepreneurial Competence as a Factor to Franchise Success
Managerial Competence as a Factor to Franchise Success
Venture-Related Determinants of Performance
Environmental Determinants of Performance
International Franchising in Emerging Markets
Diversification in a Hyper-Competitive Industry and Meeting the Changing Needs of Consumers
Summary of the Chapter
Methodology
Method
Procedure
Sample
Research Hypotheses
Limitation of Research
Summary of the Chapter
Results and Analysis
Results
Analysis of Meta-Synthesis
Summary of Chapter
Conclusions
Tables

From the Paper:

"Hoffman and Preble's (2003), Alon and McKee's (1999), Connell's (1999), Doherty and Quinn's (1999), Welsh, Alon, and Falbe's (2006), Breuhaus' (1998) and Hadjimarcou and Barnes' (1998) research concur that franchises have entered emerging markets via master franchising and corporate franchise agreements, as well as joint ventures and conversion franchising. This has primarily occurred over the last decade and a half. Researchers agree that these emerging markets not only account for a majority of the world's population but also for a majority of the world's natural resources. For this reason, emerging markets offer a significant opportunity for growth to franchisors. McDonald's has recognized this opportunity and targeted these markets, developing their international franchising system. Despite high risks in untried markets, the potential rewards are an attractive opportunity for many franchisees."

Sample of Sources Used:

• Agrawal, D., and Lal, R. (1995), "Contractual arrangements in franchising: An empirical investigation", Journal of Marketing Research, Vol. 32 No. 2, pp. 123-221.
• Alon, I. & McKee, D. (1999), "Toward a macro environmental model of international franchising", Multinational Business Review, Vol. 7 No. 1, pp. 76-82.
• Amies, M. (1999), "The wilder shores of franchising", Franchising World, Vol. 31 No. 1, pp. 27-28.
• Anderson, P. M. (1985), "Association of shopping centre anchors with performance of a nonanchor specialty chain's stores", Journal of Retailing, Vol. 61 No. 2, pp. 61-74.
• Ayling, D. (1987), "Franchising has its dark side", Accountancy, Vol. 99 pp.1112-14.

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