Power and control in the franchise network: an investigation of ex-franchisees and brand piracy

File Size Format
47305_1.pdf 112Kb Adobe PDF View
Title Power and control in the franchise network: an investigation of ex-franchisees and brand piracy
Author Frazer, Lorelle; Merrilees, Bill; Wright, Owen
Journal Name Journal of Marketing Management
Editor Laura Hemming
Year Published 2007
Place of publication Scotland
Publisher Westburn Publishers Ltd
Abstract This research considers the issue of franchisees who exit the franchise system in order to continue operating independently. The literature regarding incentives for entering franchising is reviewed in an attempt to reveal why franchisees become dissatisfied and leave. The use of power by the franchisor and its relationship to brand piracy by franchisees is explored. Franchisors and their current and former franchisees are interviewed to uncover insights into this phenomenon. Explanations concerning the effectiveness of contractual remedies, dissatisfaction with the franchise, level of dependence and expectations in the relationship, and franchisor-franchisee goal incongruence are proposed.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.westburnpublishers.com/journals/journal-of-marketing-management.aspx
Copyright Statement Copyright 2007 Westburn Publishers. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Volume 23
Issue Number 9-10
Page from 1037
Page to 1054
ISSN 1472-1376
Date Accessioned 2007-11-13
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/16462
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

Show simple item record

Griffith University copyright notice