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dc.contributor.authorFrazer, Lorelle
dc.contributor.authorMerrilees, Bill
dc.date.accessioned2017-05-03T13:59:52Z
dc.date.available2017-05-03T13:59:52Z
dc.date.issued2012
dc.date.modified2013-09-01T23:36:02Z
dc.identifier.issn1046669X
dc.identifier.doi10.1080/1046669X.2012.700264
dc.identifier.urihttp://hdl.handle.net/10072/47611
dc.description.abstractPho24 is Vietnam's largest and most rapidly growing franchise system. In this research, a case study approach is used to study the franchising strategy employed by the organization to achieve rapid growth in Vietnam and internationally. Key people in the organization were interviewed, including the founder/franchiser, franchisees, and company employees. Data were collected over a 12-month period from the organization's operations in three countries: Vietnam, Australia, and Singapore. The findings indicate that cultural and legal contexts heavily influence the franchiser's philosophy. Traditional explanations of franchising, such as resource constraints theory and agency theory, only partially explain the motivations for franchising. An alternative hybrid model of franchising-an Asian partnership model of franchise brand management-is adopted to improve control and collaboration between the franchiser and franchisees.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent163622 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglish
dc.language.isoeng
dc.publisherRoutledge
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom295
dc.relation.ispartofpageto309
dc.relation.ispartofissue4
dc.relation.ispartofjournalJournal of Marketing Channels
dc.relation.ispartofvolume19
dc.rights.retentionN
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode1505
dc.titlePioneering Asian Franchise Brands: Pho24 in Vietnam
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© 2012 Taylor & Francis. 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.
gro.date.issued2012
gro.hasfulltextFull Text
gro.griffith.authorFrazer, Lorelle
gro.griffith.authorMerrilees, Bill J.


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