Tru-Shine is a cleaning company in the United States that offers various cleaning products and services. After gaining popularity in the United States, the company decided to expand its business in other North American nations. The company entered into an agreement with some local cleaning companies in Canada where the local companies would sell its products and services under the same trade name. Tru-Shine also agreed to provide the training and necessary equipments and supplies to the local companies. In this example, the strategy used by Tru-Shine for entering foreign markets is an example of .

Franchising

Explanation:

Franchising can be understood as a business model where a brand gives up the rights to use its name and operational model to the franchisee who pays royalties on the use of the brand.

This is an insertion strategy in the market that can have many added advantages, since the franchise is generally already a recognized brand with a consistent and standardized business model that helps in the operationalization of business and in attracting customers. The franchise usually offers the franchisee the training and equipment necessary for the business to be well positioned in the market, as in the case of the example, the company Tru-Shine provides training, equipment and supplies necessary for local companies to sell their products and services under the same trade name.