How should service firms develop store networks in domestic market? Analysis of store expansion strategies for Japanese foodservice industry

It has been pointed out in service marketing literature that it is necessary for the growth of the service firms to expand their store network geographically. However, we still do not understand how firms should develop store network in the domestic market depending on their growth stage, because no general explanation has so far been provided on how expansion strategies lead to corporate performance. The purpose of this research is both to classify market expansion strategy and to clarify the relationship between expansion strategies and economic performance by analyzing 53 Japanese food service companies listed in Japan.