Development Prospects for Franchising in Southeast Asia: A Review and Outlook

Academic studies on global franchising had focused initially, from the late 1970s to the 1990s, on developed economies, including North America, Western Europe, and Australia, while over the last decade the research focus has moved to include transitional and emerging markets, such as the Asian economies of China and India. Only recently has academic research on franchising shifted towards developing Southeast Asian markets (Dant and Grunhagen, J Market Channels 21(3): 124-132, 2014). The literature on scholarly research into franchise activities in the developing markets of Southeast Asia remains in its infancy (for notable exceptions see Binh and Terry, J Market Channels 18(2): 147-163, 2011; Binh & Terry, 2014; Grunhagen, Le, & Ho, 2014).