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International marketing through franchising and entrepreneurship
The past twenty years has seen an unprecedented internationalisation of business and growth of multinational organisations.  Some analysts credit these large multinational firms with more economic impact than many nation states.  This has greatly changed the way marketing is done.  Global markets are extremely difficult to define, and variables significantly more complex and diverse.  The decision to take a company outside the UK involves careful analysis of risk and benefit factors, consideration and selection of potential markets, planned market entry, and development of market penetration over time.  While this can be done through a number of strategies, franchising is a growing means of achieving international presence.  In particular, McDonald’s and The United Colors of Benetton represent two distinct yet successful examples of effective international marketing in globally franchising firms.

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Approximate Word Count: 5705
Approximate Pages: 23 (250 words per double-spaced page)

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