Tim Hortons built a successful business in Canada by creating a vertically integrated company working with small-scale franchisees and incorporating its “Canadian identity” in its marketing strategy. The company’s internationalization efforts were much less fruitful, however, with 80% of outlets located in Canada, and just 18% in the United States.
In this new case study, learn about:
- Key components that can prevent a business model that is successful in a domestic market from being easily internationalized.
- How a multinational’s position is conditioned by multimarket competition.
- When competitors are simultaneously present in several countries, competitive responses are more complex.
This case study is available for classroom or personal use at eduZone.