Entry Mode (C): Super 8 Goes to China

by: Robert E. Kennedy

Publication Date: May 18, 2009
Length: 4 pages
Product ID#: 1-428-804

Core Disciplines: International Business, Strategy & Management

Partner Collection:

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Teaching Note

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Super 8 was founded in 1974 with one modest model in Aberdeen, South Dakota. Thirty years later, the Super 8 brand was preparing for overseas expansion into China. This mini-case examines the franchising strategy used to bring Super 8 to China.

Teaching Objectives

After reading and discussing the material, students should:

  • Describe Cendant's strategy for expanding in China, including the three loding tiers.
  • Analyze why Cendant focused on serving China's domestic middle class.