The Effective Delivery of Franchisor Services: A Comparison of U.S. and German Support Practices for Franchisees

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Title The Effective Delivery of Franchisor Services: A Comparison of U.S. and German Support Practices for Franchisees
Author Grunhagen, Marko; Pietro, Robin B. Di; Stassen, Robert; Frazer, Lorelle
Publication Title Proceedings of the 21st Annual Conference of the International Society of Franchising
Editor John (Jack) Nevin
Year Published 2007
Place of publication London
Publisher International Society of Franchising
Abstract Conventional wisdom in the franchise industry suggests that more services offered by franchisors should lead to fewer complaints from franchisees, and that franchisees ought to be better off with additional support provided. We set out to differentiate those services that are truly effective and that are perceived as beneficial by franchisees, from those that may have little effect or may even be perceived as counterproductive. Our survey targeted franchisors in the U.S. and in Germany in an attempt to compare the most mature franchise market globally to one that is relatively young. We find that system disruption is clearly dependent on the maturity of the market, as not much differentiation of services is provided in the very mature U.S. market, but a good amount of differentiation exists in the relatively younger German market. Also, the size of the system that offers the services matters, as bigger systems typically provide more services. Finally, different types of services are identified as having varying levels of effectiveness in the less mature franchise market of Germany.
Peer Reviewed Yes
Published Yes
Publisher URI
Copyright Statement Copyright 2007 ISOF. The attached file is posted here in accordance with the copyright policy of the publisher, for your personal use only. No further distribution permitted. Use hypertext link to access the publisher's website.
Conference name 2007 International Society of Franchise Conference
Location Caesar's Palace, Las Vegas, Nevada
Date From 2007-02-24
Date To 2007-02-25
Date Accessioned 2007-11-13
Language en_AU
Faculty Griffith Business School
Subject Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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