International strategy of US retailers and the role of market research
David J. Rachman and Swee L. Chia Baruch College, United States
INTRODUCTION
The American economy is in wonderful shape. We have the equivalent of no unemployment, virtually no inflation, low interest rates, high business profits and a surging stock market that is making everybody rich. The interesting aspect of this picture is that retailing is one of the few sectors that remains in a struggle.
But in spite of this, a recent survey by the International Franchise Association found that over 80% of all franchisors were...