Ahmad Rusal2025-08-082025-08-082019https://escholar.umt.edu.pk/handle/123456789/4663This 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 growthen-USThesis