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Successful internationalization of a franchise: learnings from Keller Williams Portugal
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Theconceptual model based on existing literature describeshow franchises can successfully internationalize their business. To validate the model, the case ofthe real estate brokering franchise Keller Williams with a focus on Portugalis analyzed. The model hasthree main levels of success factors: country-specific context, organizational structure and quality, and partner choice and quality. Furthermore, values and governance mode and business model maturity are moderators. Qualitative interviews with the two Co-CEOs of KW Portugal and the COO of KW Worldwide are conducted, and the relevant information is used to analyze what made this franchise so successful, trying to validate the theoretical framework. Most of the factors can be validated and the conceptual model can be used as a high-level concept to understand how franchises can successfully internationalize their business.
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Internationalization Franchising Keller Williams Real estate