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| Author: | Frazer, L. Merrilees, B. Wright, O. |
| Title: | Power and control in the franchise network: an investigation of ex-franchisees and brand piracy |
| Journal: | Journal of Marketing Management
2007 : VOL. 23:9-10, p. 1037-1054 |
| Index terms: | franchising power brands networks marketing management |
| Language: | eng |
| Abstract: | This paper examines franchisees exiting the franchising network in order to continue as an independent entrepreneur. The study reviews literature on incentives for entering franchising. The main object is to find out, why do franchisees become dissatisfied and leave the network. In addition, the use of power in franchise channel and brand piracy issues are explored. Interviews are conducted to franchisors and their current and former franchisees. It is found that effectiveness of contractual remedies, dissatisfaction with the franchise, level of dependence, expectations in the relationship, and franchisor-franchisee goal incongruence are explanations for exiting the franchising network. |
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