Discuss two market entry modes, and in what cases which is better? (Between franchising and licensing)
Expert Answer
Franchising is when one party grants permission to another party to use its name, its trademark, its patents, its procedures to manufacture and sell products on its behalf and maintain the same quality standard for a certain specific period of time. The franchisee has to pay a fee and also a certain percentage of profit.
It is better to use franchising when the owner does not have the appropriate resources and time to manage new outlets and just earn profits without investing
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