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dc.contributor.authorFrazer, Lorelleen_US
dc.contributor.authorMerrilees, Billen_US
dc.date.accessioned2017-05-03T13:59:52Z
dc.date.available2017-05-03T13:59:52Z
dc.date.issued2012en_US
dc.date.modified2013-09-01T23:36:02Z
dc.identifier.issn1046669Xen_US
dc.identifier.doi10.1080/1046669X.2012.700264en_US
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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_US
dc.format.extent163622 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_US
dc.publisherRoutledgeen_US
dc.publisher.placeUnited Statesen_US
dc.relation.ispartofstudentpublicationNen_US
dc.relation.ispartofpagefrom295en_US
dc.relation.ispartofpageto309en_US
dc.relation.ispartofissue4en_US
dc.relation.ispartofjournalJournal of Marketing Channelsen_US
dc.relation.ispartofvolume19en_US
dc.rights.retentionNen_US
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titlePioneering Asian Franchise Brands: Pho24 in Vietnamen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright 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.en_US
gro.date.issued2012
gro.hasfulltextFull Text


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