8. Master International Franchising in China: The Athlete’s Foot (Part B)

Amber Xu, Ilan Alon

In a quickly changing market, Rick Wang and his Athlete’s Foot stores encountered a series of problems that threatened his company. Increased competition, in what had heretofore been an “open” market, forced Wang to work out a number of strategies so that his franchise plans could survive. After evaluating and implementing a number of strategies, Wang made a difficult decision. The available options and Rick Wang’s actual decisions are discussed in the following case study.

A Struggle for Survival

After being squeezed out of department stores by his competitors, Wang had to relocate his business to “the street” or to less-desirable, lower-traffic shopping ...

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