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

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    Author(s)
    Bodey, KL
    Weaven, SK
    Grace, DA
    Griffith University Author(s)
    Weaven, Scott K.
    Grace, Debra A.
    Bodey, Kelli L.
    Year published
    2011
    Metadata
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    Abstract
    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 ...
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    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.
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    Journal Title
    Journal of Asia-Pacific Business
    Volume
    12
    Issue
    3
    DOI
    https://doi.org/10.1080/10599231.2011.570623
    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 Management (incl. Strategy and Customer Relations)
    Business and Management
    Marketing
    Publication URI
    http://hdl.handle.net/10072/42410
    Collection
    • Journal articles

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