Supporting Elements and Impediments to Growth in a Maturing Franchising Sector: New Evidence from Australia

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Title Supporting Elements and Impediments to Growth in a Maturing Franchising Sector: New Evidence from Australia
Author Weaven, Scott Keith W; Frazer, Lorelle
Publication Title Marketing in an Inter-connected World:Opportunities and Challenges
Editor Carol W. DeMoranville
Year Published 2005
Place of publication Muenster, Germany
Publisher Academy of Marketing Science
Abstract The Australian franchising sector is expanding rapidly. This paper examines the nature of the sector's growth and whether such rapid expansion is necessarily positive for the sector. A comprehensive survey of the population of Australian business format franchisors was conducted in 2004 to examine trends in the sector and to asses the level of growth and maturity. The findings indicate that whilst rapid growth in the number of franchise systems and units has occurred, many systems remain small and may not be viable. Franchisors report difficulty in finding enough suitable franchisees to allow their systems to grow and appear to be resorting to alternative strategies, including mobile franchising, multiple unit and multiple concept franchising, as well as international expansion, in order to stimulate growth at the system level.
Peer Reviewed Yes
Published Yes
ISBN 0-939783-07-X
Conference name The12th Biennial World Marketing Congress
Location Muenster, Germany
Date From 2005-07-06
Date To 2005-07-09
URI http://hdl.handle.net/10072/2870
Date Accessioned 2005-12-16
Date Available 2007-03-21T21:20:53Z
Language en_AU
Research Centre Griffith Institute For Tourism
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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