Pioneering Asian Franchise Brands: Pho24 in Vietnam

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Title Pioneering Asian Franchise Brands: Pho24 in Vietnam
Author Frazer, Lorelle; Merrilees, Bill
Journal Name Journal of Marketing Channels
Year Published 2012
Place of publication United States
Publisher Routledge
Abstract Pho24 is Vietnam's largest and most rapidly growing franchise system. In this research, a case study approach is used to study the franchising strategy employed by the organization to achieve rapid growth in Vietnam and internationally. Key people in the organization were interviewed, including the founder/franchiser, franchisees, and company employees. Data were collected over a 12-month period from the organization's operations in three countries: Vietnam, Australia, and Singapore. The findings indicate that cultural and legal contexts heavily influence the franchiser's philosophy. Traditional explanations of franchising, such as resource constraints theory and agency theory, only partially explain the motivations for franchising. An alternative hybrid model of franchising—an Asian partnership model of franchise brand management—is adopted to improve control and collaboration between the franchiser and franchisees.
Peer Reviewed Yes
Published Yes
Alternative URI
Copyright Statement Copyright 2012 Taylor & Francis. 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 19
Issue Number 4
Page from 295
Page to 309
ISSN 1046-669X
Date Accessioned 2012-09-03
Language en_US
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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