Franchising as an Entry Strategy in Mexico:

Many international investors were unprepared for recent economic events in Mexico. Others view this equilibrating process as an opportunity to newly invest in the Mexican economy. This study focuses on franchising as an international market entry strategy with specific attention to implications for international financial management issues. The case study of Mrs. Field's, a recent entrant into international franchising, illustrates how the unexpected devaluation of the peso was addressed, and moreover, used as an opportunity to restructure foreign operations and prepare for future international expansion. The unique characteristics of Mrs. Field's and their Mexican investors, which have allowed them to take advantage of the current Mexican market conditions, are the secondary focus of this study.