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| Author: | Weaven, S. Frazer, L. |
| Title: | Expansion through multiple unit franchising |
| Journal: | International Small Business Journal
2007 : VOL. 25:2, p. 173-202 |
| Index terms: | Australia franchising |
| Language: | eng |
| Abstract: | The paper discusses multiple unit franchising and explores strategic reasons justifying the recent emergence of arrangements in Australia from the perspective of the franchisor. The present study suggests that franchisors encourage franchisee subsystem development as it affords strategic, operational and performance advantages. Dimensions including agency cost minimization, system-wide uniformity, franchise system brand value, reward strategies, and subsystem unit proximity and intra-system competition, were found to be important. 23 in-depth interviews were used to collect data. |
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