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| Tekijä: | Doherty, A.M. Alexander, N. |
| Otsikko: | Relationship development in international retail frenchising - Case study evidence from the UK fashion sector |
| Lehti: | European Journal of Marketing
2004 : VOL. 38:9-10, p. 1215-1235 |
| Asiasana: | Fashions industry Franchising International marketing Relationship marketing United Kingdom |
| Kieli: | eng |
| Tiivistelmä: | The paper examines one particular aspect of busness-to-business marketing: the franchisor-franchisee relationship in the context of international fashion relatiling. This relationship is examined in the light of the relationship marketing litterature, with particular reference to the revelance of the marriage analogy. This paper considers international fashion retailers' response to the need to develop business-to-business relationships in international markets via the franchising mode of market entry. |
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