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  • Power and control in the franchise network: an investigation of ex-franchisees and brand piracy

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    47305_1.pdf (112.9Kb)
    Author(s)
    Frazer, Lorelle
    Merrilees, Bill
    Wright, Owen
    Griffith University Author(s)
    Wright, Owen C.
    Frazer, Lorelle
    Merrilees, Bill J.
    Year published
    2007
    Metadata
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    Abstract
    This research considers the issue of franchisees who exit the franchise system in order to continue operating independently. The literature regarding incentives for entering franchising is reviewed in an attempt to reveal why franchisees become dissatisfied and leave. The use of power by the franchisor and its relationship to brand piracy by franchisees is explored. Franchisors and their current and former franchisees are interviewed to uncover insights into this phenomenon. Explanations concerning the effectiveness of contractual remedies, dissatisfaction with the franchise, level of dependence and expectations in the ...
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    This research considers the issue of franchisees who exit the franchise system in order to continue operating independently. The literature regarding incentives for entering franchising is reviewed in an attempt to reveal why franchisees become dissatisfied and leave. The use of power by the franchisor and its relationship to brand piracy by franchisees is explored. Franchisors and their current and former franchisees are interviewed to uncover insights into this phenomenon. Explanations concerning the effectiveness of contractual remedies, dissatisfaction with the franchise, level of dependence and expectations in the relationship, and franchisor-franchisee goal incongruence are proposed.
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    Journal Title
    Journal of Marketing Management
    Volume
    23
    Issue
    9-10
    Publisher URI
    http://www.westburnpublishers.com/journals/journal-of-marketing-management.aspx
    Copyright Statement
    © 2007 Westburn Publishers. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Business and Management
    Commercial Services
    Marketing
    Publication URI
    http://hdl.handle.net/10072/16462
    Collection
    • Journal articles

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