Affiliated networks: the case of best western internationalisation Online publication date: Mon, 26-Sep-2005
by Ilan Alon, Gerard Cliquet, Rozenn Perrigot
J. for International Business and Entrepreneurship Development (JIBED), Vol. 2, No. 1, 2004
Abstract: In the franchising literature, the hotel industry is often studied. Brands such as Mercure, Ibis, Comfort Inn, Courtyard, etc. extensively use franchising as a method of growth nationally and internationally. The hotel industry is global, with a high level of internationalisation. The topic of internationalisation remains an important task for the network operators in the hotel chains due to environmental differences and organisational constraints. They must try to adapt their chain to the country they want to penetrate in order to succeed, yet stick to the formulae that made them famous. This is not always easy. One system, not organised as a franchise per se, is globally omnipresent, and exhibits some uniformity in its concept internationally. This system is the one employed by Best Western (BW). The system uses a quasi-franchising system to expand internationally, is registered as a non-profit organisation, and is expanding rapidly through affiliation networks. This system is unique and, thus, worthy of study.
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