KEY ISSUES FOR INTERNATIONAL FRANCHISES of course, franchises can't just put up a Dunkin' Donuts sign and wait for customers to give them their cash. Being a top brand does not guarantee success A number of issues require careful attention. The first is language. Even if consumers speak English, it's a mistake to think they will want to shop in a foreign language. In surveys, 72% said they are more likely to buy a product in their own language: 56% said language is more important than price. Supply chain is another issue, especially when the product is manufactured and sold in different hemispheres. Local legislation and the social, political and business environment can also be very different from the franchiser's domestic market. Finally, there is the issue of cultural sensitivity: local entrepreneurs and global franchisers need to understand diversity in attitudes, beliefs and values IPN