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Going globalEntry model
The chosen route into a market — master franchise, area development, joint venture or direct investment — determining the level of control and speed of expansion.
Where this sits
Taking a brand abroad is not simply replicating the model. It is a question of choosing the market, the entry model and — above all — the right partner.
In practice
The entry model is the control-versus-speed decision, and it is taken once per market. Master franchise buys speed and local capability at the cost of direct control. Area development keeps the franchisor relationship with every outlet but grows only as fast as one partner can build. Joint venture buys influence with the brand's own capital. Direct investment buys full control at full cost and full risk.
There is no ranking among them — only a fit with the market's regulation, the brand's capital position and the quality of partner actually available. Choosing the model before assessing the partner is the sequence that most often goes wrong.
Source: Go Global Holdings — khung làm việc riêng (không phải trích dẫn luật) · Reviewed: 2026-09-02