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Published in:
2010 | OriginalPaper | Chapter
Franchising in Morocco
Authors : Ilan Alon, Rachid Alami
Published in: Franchising Globally
Publisher: Palgrave Macmillan UK
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This study tries to isolate critical factors affecting the performance of North American fast-food franchises within the Moroccan business environment, with a primary focus on the roles of culture, business rules, and tradition. Specific cases of companies currently operating in Morocco’s the fast-food business sector will be analyzed.