Effects of US-based franchising in the developing world: a middle-eastern consumer perspective (CROSBI ID 280261)
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Podaci o odgovornosti
Grünhagen, Marko ; Witte, Carl L. ; Pryor, Susie
engleski
Effects of US-based franchising in the developing world: a middle-eastern consumer perspective
This paper investigates the impact of US‐based franchising in the Middle Eastern context of Egypt. In a review of the franchise literature, micro‐ and macro‐level effects are identified and categorized across social, economic, cultural, political, and marketplace dimensions. A qualitative analysis using focus groups of Middle Eastern consumers was conducted. Clear evidence of “consumer agency” as a transformative force in the globalization process is revealed. In addition to confirming consumer agency findings from previous research, this study also indicates a sequential progression of product adoption over time along Eckhardt and Mahi's (2004) consumer agency categories. Managerial and theoretical implications are discussed.
Franchising, International, Egypt, Middle East
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