Internationalisation
The process by which a company extends its activities beyond its home market. Routes include direct export, distribution through local partners, opening wholly-owned subsidiaries, or development via master-franchise, depending on sector and available resources.
In practice
Master-franchise internationalisation suits reproducible concepts with strong operational know-how. It allows entry into 5 to 10 markets simultaneously without committing owned capital in each country. Direct export suits physical products or software requiring minimal local adaptation. A foreign subsidiary offers the tightest brand quality control but demands the most capital and management bandwidth.