International market expansion for new high tech products through franchising

Igal Ayal*, Dove Izraeli

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


This article analyzes the problems of high tech manufacturers attempting rapid international expansion for their new products, with limited resources. Independent distributors, licensing, joint venturing, or direct foreign investment are the commonly used channel forms. Yet the analysis shows that there are circumstances under which comprehensive franchising (conventionally used for low tech, standardized products) could be an optimal solution to the channel design problem.

Original languageEnglish
Pages (from-to)167-179
Number of pages13
JournalJournal of High Technology Management Research
Issue number2
StatePublished - 1990


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