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As is evident from the examples noted above, many UK-based international retail franchisors are fashion retailers. This is highlighted by Quinn and Alexander (2002) who cite Marks and Spencer and Arcadia and as key examples of UK retailers which internationalise through franchising. Much earlier, Dawson (1994) highlighted the potential of franchising as an entry mode for fashion retailers when moving overseas.
Much earlier, Dawson (1994) highlighted the potential of franchising as an entry mode for fashion retailers when moving overseas. Consequently, it is somewhat surprising that given the increasing internationalization of both fashion and franchising there is a dearth of research on the factors that motivate fashion retailers to employ franchising in international markets...
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