Netchising: The next global wave?

Allen Morrison, Cyril Bouquet, John Beck

Research output: Contribution to journalArticlepeer-review

9 Scopus citations


Companies have long taken 'going global' to mean having a physical presence at locations everywhere. It has meant executives in transit and bricks-and-mortar facilities on the ground. Based on extensive field interviews with executives at 35 different MNCs, our research shows that an increasing number of companies are succeeding overseas without massive foreign investment by adopting the global business model we call netchising. This new business model relies on the Internet for procurement, sales, and maintaining customer relationships, and non-equity partnership arrangements to provide direct customer interfaces and local adaptation and delivery of products and services. Netchising offers potentially huge benefits over traditional exporting or foreign direct investment approaches to globalization.

Original languageEnglish (US)
Pages (from-to)11-27
Number of pages17
JournalLong Range Planning
Issue number1
StatePublished - Feb 2004
Externally publishedYes

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Finance
  • Strategy and Management


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