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The choice of emerging markets to pursue entails a lot of factors. Evaluations pertaining
to market segments that exhibit specific consumer value demands are valid insights to consider
prior to penetrating the chosen segment. Franchising in emerging markets involves assessment of
internal capabilities and the viability of chosen market segments in the form of government
regulations, market trends, existing competition framework, etc. Franchisors are expected to
weigh the pros and cons before a decision to enter an emerging market, specifically that of the
MENA Region.
Three characteristics illustrate emerging markets namely growing levels of economic
development, growing GDP measurements, and the country’s improvements in terms of market
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