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| Author: | Forward, J. Fulop, C. |
| Title: | Large established firms' entry into franchising: an exploratory investigation of strategic and operational issues |
| Journal: | International Review of Retail, Distribution and Consumer Research
1996 : JAN, VOL. 6:1, p. 34-52 |
| Index terms: | FRANCHISING LARGE BUSINESSES DISTRIBUTION |
| Language: | eng |
| Abstract: | Although franchising is traditionally associated with newly emerging businesses which need to finance growth, this marketing technique is being increasingly utilized by large established firms as a method of business development. This article analyzes the business objectives which led a sample of such firms in the UK to introduce franchising as a means of channel management. The models of franchising - including the master franchise - selected by these firms as well as their operational and organizational experiences are investigated. |
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