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  • The Effective Delivery of Franchisor Services: A Comparison of U.S. and German Support Practices for Franchisees

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    Author(s)
    Grunhagen, Marko
    B. DiPietro, Robin
    E. Stassen, Robert
    Frazer, Lorelle
    Griffith University Author(s)
    Frazer, Lorelle
    Year published
    2008
    Metadata
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    Abstract
    Conventional wisdom suggests that more services offered by franchisors should lead to fewer complaints from franchisees, and that franchisees ought to be better off with additional support provided. We set out to differentiate those services that are truly effective and are perceived as beneficial by franchisees from those that may have little effect or may even be perceived as counterproductive. Our survey targeted franchisors in the U.S. and in Germany, comparing the most mature franchise market globally to one that is relatively young. System disruption was found to be dependent on the maturity of the market, as little ...
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    Conventional wisdom suggests that more services offered by franchisors should lead to fewer complaints from franchisees, and that franchisees ought to be better off with additional support provided. We set out to differentiate those services that are truly effective and are perceived as beneficial by franchisees from those that may have little effect or may even be perceived as counterproductive. Our survey targeted franchisors in the U.S. and in Germany, comparing the most mature franchise market globally to one that is relatively young. System disruption was found to be dependent on the maturity of the market, as little differentiation is provided in the very mature U.S. market, but considerable differentiation exists in the younger German market. Also, the size of the system matters, as bigger systems typically provide more services. Finally, different types of services have varying levels of effectiveness in the less mature franchise market in Germany.
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    Journal Title
    Journal of Marketing Channels
    Volume
    15
    Issue
    4
    DOI
    https://doi.org/10.1080/10466690802064034
    Copyright Statement
    © 2008 Routledge. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/26603
    Collection
    • Journal articles

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