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| Author: | Felstead, A. |
| Title: | Shifting the frontier of control: small firm autonomy within a franchise |
| Journal: | International Small Business Journal
1994 : JAN-MAR, VOL. 12:2, p. 50-62 |
| Index terms: | FRANCHISING CONTROL SMALL BUSINESS |
| Language: | eng |
| Abstract: | In the case of franchising economic power is exercised not by directly owning and controlling the physical assets of doing business, but by controlling the use to which the intangible assets, such as the trade mark/idea/format, are put. To substantiate the argument the paper analyses the reshaping of a franchise relationship at close quarters. It examines the reasons why the Coca-Cola Company's original franchised bottler structure in Germany had by the 1990s outlived its usefulness, and why a reshaped franchise structure was put in its place. |
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