Contrasting the Four Franchising Imperatives Across Hybridized Governance Models: A Preliminary Investigation

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Title Contrasting the Four Franchising Imperatives Across Hybridized Governance Models: A Preliminary Investigation
Author Bodey, Kelli Lee; Weaven, Scott Keith W; Grace, Debra Ann
Journal Name Journal of Asia-Pacific Business
Year Published 2011
Place of publication United States
Publisher Routledge
Abstract Although multiple-unit franchising is a popular and pervasive retailing strategy throughout the world, there is a paucity of prior research examining the factors influencing the achievement of the four franchising imperatives (i.e., unit growth, uniformity, local responsiveness and system-wide adaptation) within the context of these hybridized arrangements. Exploratory interviews were conducted (16 franchisees) and results suggest master franchising realizes the strategic imperatives of unit growth, system uniformity, system-wide adaptation and, (partially) local responsiveness. Both master franchising and area development arrangements enabled system uniformity, whilst, incremental and area representative arrangements promoted system-wide adaptation. Implications for practitioners and future academic researchers are presented.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1080/10599231.2011.570623
Copyright Statement Copyright 2011 Routledge. 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.
Volume 12
Issue Number 3
Page from 244
Page to 279
ISSN 1059-9231
Date Accessioned 2011-12-05
Date Available 2012-09-14T01:44:27Z
Language en_US
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
URI http://hdl.handle.net/10072/42410
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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