Vietnam provides an interesting and probably not an
atypical case study of the challenges involved in bridging
the gap between franchising as it is currently practiced in
developing countries and what can be described, perhaps
somewhat arrogantly, as world-best franchising practice
as exemplified by the franchise sectors of developed
countries. This paper incorporates case study research
on Trung Nguyen Coffee, Vietnam’s most prominent
coffee company and its first domestic franchisor. It
suggests that a form of franchising less sophisticated
than the familiar business format model that drives
franchise sector development in developed countries
may be the most effective strategy for franchise sector
development in developing countries.