Franchising from the Franchisee's Perspective (CROSBI ID 280275)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Grünhagen, Marko ; Mittelstaedt, Robert A.
engleski
Franchising from the Franchisee's Perspective
The focus of this article is on the emergence and development of multi-unit franchising in the USA from the franchisee's perspective. After a historical summary of the development of franchising from a marketing viewpoint, a typology of different franchisee types is provided, and the multi-unit franchising paradox is presented. The article offers a discussion of reasons why individuals might be enticed to become multi-unit franchisees. Emphasis is placed on entrepreneurship as a possible motive for sequential owners' involvement as multi-unit franchisees. The article concludes by providing encouragement for future research to investigate the issue empirically.
Franchising, multi-unit, single-unit, franchisee, review, motivations
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Podaci o izdanju
2 (2)
2001.
73-80
objavljeno
1465-7503
10.5367/000000001101298819