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ment and growth over the years. For instance, global economic integration as a result of lowering trade barriers in the European Community (EC), the passage of the North American Free Trade Agreement (NAFTA), and the reduction of entry barriers in many former communist countries like Russia, Central and Eastern Europe, are some of the reasons for this increased international franchised opportunities, (Hoffman &Prebble, 1995, p80). Mostly, these nations has been experiencing deregulation of industries at an accelerated basis, and because of these, many developed countries are experiencing trends that made it possible for rapid franchising success in their region (Ayling, (1988) and Chan & Justis,(1992) in Hoffman &Prebble,1995.p80).

The taste and preferences of consumers in different economies are now beginning to converge on some global norm, thereby increasing the emergence of the global market. McDonald's restaurants have been a benefactor of this trend and also facilitator by offering a standardized product worldwide. (Hill, 2005.p6 and Johnson et al, 2005, p69).

With globalization of market, expanding urbanization and a shift to service dominated economies globally, there has been increased demand for goods and services (food inclusive) globally, which has therefore responsible for increased in franchised businesses globally. This had led to increased homogeneity of consumer tastes in foods (fast-foods), and has encouraged the opening of McDonald's restaurants in almost all the countries of the world.

For instance McDonald's has aggressively pursued the strategy of geographical expansion through new restaurant openings. McDonald's has spent more than $2,000 million in FY2009,and about half of this amount were used to open about 1,000 new restaurants while rest were reinvested in existing restaurants globally. About 30% of these new units were open in affiliated and developmental licensed markets, such as Japan and Latin America, where the Company does not fund any capital expenditures.(McDonalds Corporation Company profile, (Data monitor) June 2009, p.19)

The success of franchisors in their home markets coupled with the small domestic market and also response to increased globalization, has caused local franchisors to internationalize their operations, and this has caused increased number of franchise businesses. Therefore, there has been increasing development of non U.S franchisors globally and now makes franchising business more popular, global and a fascinating venture.

Globalization also had a great impact on marketing, brand names, identities and advertising as identified in Johnson et al, 2005 p69. These further generate global demand and expectations from customers and provide marketing cost advantages for global operators. For instance, 90% of McDonald's restaurants use the same advertising concept and strategy for all their products either company operated and franchised and this has contributed to their success in gaining strong brand names and identities worldwide.

Furthermore, Hill, (2005) concludes 'falling barriers to cross border trade have made it easier to sell internationally, thus greater uniformity replaces diversity in the world market through franchising',(p7)

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