HIDDEN SUPERIOR MARKETING SYSTEMS OF FRANCHISEES: A COMPARISON OF HIGH VERSUS AVERAGE PERFORMERS

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Title HIDDEN SUPERIOR MARKETING SYSTEMS OF FRANCHISEES: A COMPARISON OF HIGH VERSUS AVERAGE PERFORMERS
Author Merrilees, Bill; Frazer, Lorelle
Publication Title Celebration of ehrenberg and bass: marketing discoveries, knowledge and contribution
Editor Dr Rachel Kennedy
Year Published 2003
Place of publication Adelaide
Publisher ANZMAC
Abstract Our aim is to understand better why there is a variability of performance among franchisees in a given system. Although we intend to eventually use a quantitative framework, it was felt important to initially use a qualitative, case study approach, to get a clearer picture of the main issues and parameters. Nine franchisees across three systems were interviewed, with the results reported here. Major contrasts have been identified between high and average franchisee performers in terms of their marketing and management practices.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.anzmac.org
Copyright Statement Copyright remains with the authors 2003. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
ISBN 0868039837
Conference name ANZMAC 2003
Location Adelaide
Date From 2003-12-01
Date To 2003-12-03
URI http://hdl.handle.net/10072/1913
Date Accessioned 2004-03-15
Date Available 2009-01-28T06:44:33Z
Language en_AU
Research Centre Griffith Institute For Tourism
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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