The survival strategies for International Franchise retail chains in Emerging markets before collapse
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Date
2019
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Publisher
UMT, Lahore
Abstract
This study examined the survival strategies of international retail franchise firms when they face
survival issues while operating in the emerging markets. The study investigated why
international retail firms enter in the emerging markets with fluctuating and transitioning
economies like Pakistan. What challenges do they face in emerging markets and what strategies
do they adapt to address the challenges of survival.
This is a case based analysis. The case under investigation was METRO-Habib Cash & Carry
and its retail franchise chain “freshly by METRO”. Qualitative research was used to conduct this
study. For this purpose 18 in-depth interviews of franchisors, franchisees and freshly customers
were recorded and transcribed manually. NVIVO 12 was used to conduct analysis.
The findings of the research suggest that franchising is a sustainable solution and a right strategy
for survival of the firms and a right approach to thwart the challenges posed by competition,
address the sustainability issues and to achieve the milestone of organizational growth