Franchising Around The World
Lack of branded product in Europe and developing markets in Brazil, China and India offer opportunities
In last year’s special report on franchising, we wrote that the international landscape provided a fertile opportunity for strong brands between conversion product and the potential for new-build unit growth. A year later, the story is similar, but progress has been made. Take McLean, Virginia-based Hilton Hotels Corp., for example, which has spent significant time and effort—including developer and consumer focus groups—on taking its U.S. brands abroad.