The Bread Company promotes its brand in new international markets by providing rights to local bakeries and bistros to use its recipes and brand name. In this case, The Bread Company's market-entry strategy is referred to as ________.

Question

Quizplus · Accepted Answer

The market-entry strategy described in the scenario is licensing, which involves giving the rights to use a company's processes, patents, or brand name to a foreign entity in exchange for royalties or fees.

The Bread Company Promotes Its Brand in New International Markets