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Good Morning, Vietnam! Opportunities and Challenges in a Developing Franchise Sector

2011; Taylor & Francis; Volume: 18; Issue: 2 Linguagem: Inglês

10.1080/1046669x.2011.558831

1540-7039

Nguyen Ba Binh, Andrew Terry,

Franchising Strategies and Performance

Until recently the development of franchising in Vietnam was hampered by a regulatory framework that did not recognize franchising as a discrete business relationship. The introduction of Vietnam's Franchise Law in 2005 provided, for the first time, a legal foundation for franchising, which was a necessary prerequisite for sector development. Although there are currently few business format franchise systems operating in Vietnam, there is an increasing presence of established international franchise systems and increasing numbers of local systems albeit at an early “product distribution” evolutionary stage. Moreover, the commercial environment for franchising is increasingly favorable: Vietnam is the fastest growing Asian economy after China and India and is experiencing strong gross domestic product growth and annual retail growth. This article addresses the development of franchising, and the challenges and opportunities for franchisers in Vietnam.