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| Author: | Baroncelli, A. Manaresi, A. |
| Title: | Franchising as a form of divestment: An Italian study |
| Journal: | Industrial Marketing Management
1997 : MAY, VOL. 26:3, p. 223-235 |
| Index terms: | FRANCHISING DIVESTMENT COMPANIES ITALY MARKETING |
| Language: | eng |
| Abstract: | Divesting in-house trade activities into franchising operations is the focus in this article. As conventionally seen, firm growth objectives could be attained through investments, whereas a divestment will determine a reduction of the strategic scope of business. Franchising is regarded as a means for fast expansion, characterized by a low capital investment and a high level of control on marketing policies. However, divestments are often carried out by changing the form of control on retail operations.Using franchising as a form of divestment can lead to a variety of strategic achievements and can help coping with environmental contingencies. |
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