Contrasting the Four Franchising Imperatives Across Hybridized Governance Models: A Preliminary Investigation

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Author(s)
Bodey, KL
Weaven, SK
Grace, DA
Year published
2011
Metadata
Show full item recordAbstract
Although multiple-unit franchising is a popular and pervasive retailing strategy throughout the world, there is a paucity of prior research examining the factors influencing the achievement of the four franchising imperatives (i.e., unit growth, uniformity, local responsiveness and system-wide adaptation) within the context of these hybridized arrangements. Exploratory interviews were conducted (16 franchisees) and results suggest master franchising realizes the strategic imperatives of unit growth, system uniformity, system-wide adaptation and, (partially) local responsiveness. Both master franchising and area development ...
View more >Although multiple-unit franchising is a popular and pervasive retailing strategy throughout the world, there is a paucity of prior research examining the factors influencing the achievement of the four franchising imperatives (i.e., unit growth, uniformity, local responsiveness and system-wide adaptation) within the context of these hybridized arrangements. Exploratory interviews were conducted (16 franchisees) and results suggest master franchising realizes the strategic imperatives of unit growth, system uniformity, system-wide adaptation and, (partially) local responsiveness. Both master franchising and area development arrangements enabled system uniformity, whilst, incremental and area representative arrangements promoted system-wide adaptation. Implications for practitioners and future academic researchers are presented.
View less >
View more >Although multiple-unit franchising is a popular and pervasive retailing strategy throughout the world, there is a paucity of prior research examining the factors influencing the achievement of the four franchising imperatives (i.e., unit growth, uniformity, local responsiveness and system-wide adaptation) within the context of these hybridized arrangements. Exploratory interviews were conducted (16 franchisees) and results suggest master franchising realizes the strategic imperatives of unit growth, system uniformity, system-wide adaptation and, (partially) local responsiveness. Both master franchising and area development arrangements enabled system uniformity, whilst, incremental and area representative arrangements promoted system-wide adaptation. Implications for practitioners and future academic researchers are presented.
View less >
Journal Title
Journal of Asia-Pacific Business
Volume
12
Issue
3
Copyright Statement
© 2011 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
Marketing management (incl. strategy and customer relations)
Strategy, management and organisational behaviour