La internalización de la franquicia española y sus formas de penetración de mercados
The Internationalization of Spanish Franchising and its Foreign Entry Mode Choices
* Profesora Adjunta de Marketing en la Universidad Europea de Madrid. Departamento de Empresa. C/ Tajo, s/n. Urb. El Bosque 28670 — Villaviciosa de Odón (Madrid). Teléfono: (+34) 912 115 205. Fax: (+34) 916 168 265
** Profesor Titular de Marketing en la Universidad Carlos III de Madrid. Departamento de Economía de la Empresa. Calle Madrid, 126, 28903 — Getafe (Madrid). Teléfono: (+34) 916 249 641. Fax: (+34) 916 249 607
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