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Viewing report
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Franchising in the Asian Market. Edition No. 1
VDM Publishing House, Dec 2008, Pages: 132
The Asia-Pacific region, from India and Pakistan in
the West to Japan and South Korea in the East, is
one which encompasses every stage of development:
from emerging markets to vast centers of turbo-
growth, as well as first-world markets. It is
without doubt the most exciting, dynamic and
stimulating place on earth to be involved in.
The author was working in Thailand for a cosmetics
company that tried to establish its business and
experienced how difficult and compelling it is to
conquer a new market, especially finding the right
partners for a prosperous business relationship.
Moreover, leading people by understanding their
culture and behaviour plus being successfull at the
same time is an exciting mix of challenges. The
prospects and opportunities for expanding a business
through franchising gave rise to elaborate the
franchise system for the cosmetics market in
Thailand. Focus is put on the market as such, the
industry with its market sectors and on marketing and
branding. This book shall be a guidance for
international marketers who plan to expand their
business via franchising.
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