Date of Award

1995

Document Type

Thesis

Degree Name

Master of Professional Studies (MPS)

Degree Program

International Management

Department

School of Graduate Studies

Abstract

Objectives:

This research examines the question "Can a United States merchandising franchise work appropriately in Colombia?". This becomes an interesting study due to the fact that given the new internationalization of the Colombian economy, diverse opportunities for foreign investment have emerged.

Methods

A literature review on merchandising and the franchising business is done (1993-1995). Then, four franchisees in South America are interviewed about main issues on the franchising business. Finally, 60 decision-makers involved in the retail business in Colombia are also interviewed to determine if there is a consumer market for the merchandising industry.

Results

96.7% of the marketing executives would consider investing in a merchandising plan for their branch network. Out of the 60 interviewees, 51 perceive the use of merchandising in the retail channel as an upstarting trend in Colombia.

Recommendations

Recommendations are made considering both, the literature review and the interviews. The franchisee should develop a marketing plan for Colombia in which seminars and lectures in reference to merchandising are included. Colombia could be a first step into entering the Latin American market as a whole.

Share

COinS
 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.