Master International Franchising in China: The Case of The Athlete's Foot (A)
Ilan Alon (First Author), Po Xu (Participant Author)
Case Development Centre
Research output: Other contribution › Case Studies
Franchising in China is a relatively new and growing phenomenon which has gained momentum since the 1990s. Among the franchising pioneers in China are large and well-known food and beverage brands such as KFC and McDonald's. Less well known, but equally important, are the non-food and beverage retail and service industries which have also made inroads in China using franchising. One such example is The Athlete's Foot. This American company has been a major competitor in the athletic shoes and sportswear sectors globally. It made an early entry into China using international master franchising and, consequently, ran into problems that were typical for companies expanding internationally using franchising. Case A describes franchising in China, The Athlete's Foot company, and the experiences of the Chinese master franchisee — Rick Wang. Despite the initial success of this franchise system in China, Wang quickly ran into financial and operational problems. Case B illustrates what Wang did to rescue the company from its problems.
ENT-14-013
Case normative number
ENT-14-013-CE
China Europe International Business School
Strategy Transformation
Case studies discipline
Case studies industry
Dive into the research topics of 'Master International Franchising in China: The Case of The Athlete's Foot (A)'. Together they form a unique fingerprint.
Franchising Social Sciences 100%
Athlete's Foot Agricultural and Biological Sciences 100%
Athletes Physics 100%
Beverages Agricultural and Biological Sciences 66%
Service Industries Social Sciences 14%
Alon, I., & Xu, P. (2002, Jan 1). Master International Franchising in China: The Case of The Athlete's Foot (A).
Alon, Ilan ; Xu, Po. / Master International Franchising in China: The Case of The Athlete's Foot (A). 2002. 13 p.
@misc{413d0b0398834d5b80ee6701435b3a3f,
title = "Master International Franchising in China: The Case of The Athlete's Foot (A)",
abstract = "Franchising in China is a relatively new and growing phenomenon which has gained momentum since the 1990s. Among the franchising pioneers in China are large and well-known food and beverage brands such as KFC and McDonald{\textquoteright}s. Less well known, but equally important, are the non-food and beverage retail and service industries which have also made inroads in China using franchising. One such example is The Athlete{\textquoteright}s Foot. This American company has been a major competitor in the athletic shoes and sportswear sectors globally. It made an early entry into China using international master franchising and, consequently, ran into problems that were typical for companies expanding internationally using franchising. Case A describes franchising in China, The Athlete{\textquoteright}s Foot company, and the experiences of the Chinese master franchisee — Rick Wang. Despite the initial success of this franchise system in China, Wang quickly ran into financial and operational problems. Case B illustrates what Wang did to rescue the company from its problems.",
keywords = "Business Model, Franchise, Retail, Sporting Goods, Strategy Transformation, Business Model, Franchise, Retail, Sporting Goods, Strategy Transformation",
author = "Ilan Alon and Po Xu",
Alon, I & Xu, P 2002, Master International Franchising in China: The Case of The Athlete's Foot (A)..
Master International Franchising in China: The Case of The Athlete's Foot (A). / Alon, Ilan (First Author); Xu, Po (Participant Author).
13 p. 2002.
T1 - Master International Franchising in China: The Case of The Athlete's Foot (A)
AU - Alon, Ilan
AU - Xu, Po
N2 - Franchising in China is a relatively new and growing phenomenon which has gained momentum since the 1990s. Among the franchising pioneers in China are large and well-known food and beverage brands such as KFC and McDonald's. Less well known, but equally important, are the non-food and beverage retail and service industries which have also made inroads in China using franchising. One such example is The Athlete's Foot. This American company has been a major competitor in the athletic shoes and sportswear sectors globally. It made an early entry into China using international master franchising and, consequently, ran into problems that were typical for companies expanding internationally using franchising. Case A describes franchising in China, The Athlete's Foot company, and the experiences of the Chinese master franchisee — Rick Wang. Despite the initial success of this franchise system in China, Wang quickly ran into financial and operational problems. Case B illustrates what Wang did to rescue the company from its problems.
AB - Franchising in China is a relatively new and growing phenomenon which has gained momentum since the 1990s. Among the franchising pioneers in China are large and well-known food and beverage brands such as KFC and McDonald's. Less well known, but equally important, are the non-food and beverage retail and service industries which have also made inroads in China using franchising. One such example is The Athlete's Foot. This American company has been a major competitor in the athletic shoes and sportswear sectors globally. It made an early entry into China using international master franchising and, consequently, ran into problems that were typical for companies expanding internationally using franchising. Case A describes franchising in China, The Athlete's Foot company, and the experiences of the Chinese master franchisee — Rick Wang. Despite the initial success of this franchise system in China, Wang quickly ran into financial and operational problems. Case B illustrates what Wang did to rescue the company from its problems.
KW - Business Model
KW - Franchise
KW - Retail
KW - Sporting Goods
KW - Strategy Transformation
M3 - Case Studies
Alon I, Xu P. Master International Franchising in China: The Case of The Athlete's Foot (A). 2002. 13 p.