Title:
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Retail franchising : international perspective
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Ten publications (1 book, 9 articles) are presented within the subject area of Retail
Franchising. The aim is to demonstrate how this collection of work contributes
individually and collectively to a better understanding Retail Franchising as part of
Vertical Marketing Systems (VMS) in general, and its use as a growth strategy to
expand the business successfully in international markets with differing legal, political,
cultural/social, economic development and governance perspectives, as well as its
impact on host country development.
The significant growth of franchising in a number of developed/developing economies
within the last thirty years has led to this business format franchising/retail franchising
experiencing a rising importance in a number of academic debates and research.
There has been a significant amount of research done on various aspects of
franchising in general and international franchising in particular, from 1960s through
to 1990s and the first decade of the new millennium. However, in terms of retail
franchising and its fit within VMS and specifically its use as a growth strategy
internationally with varying political, legal, sOcial/cultural environments, governance
issues and market dynamics, there are still only a small number of contributions of any
substance and significance.
The author's work sits within a body of literature that spans a number of disCiplines.
Conceptually franchising can be seen, for example, as a component of the wider areas
of VMS, Growth and (specifically) the Internationalization of the Firm and PrincipalAgency
theory. VMS had, in the author's opinion, the greater impact on his work and
in setting the context for the same, this literature is discussed first.
This collection of work brings together theoretical and practical aspects of business
format franchising and retail franchising and uses them as an international growth
strategy successfully by creating the right balance of 'standardisation' and
'adaptations' in managerial and marketing/operational dimensions without overall
dilution of the core ethics of the concept/brand, against varied political, legal,
social/cultural and economic development aspects as well as governance issues using
a selection of regions/countries around the world.
This collection of work demonstrates that the international markets for franchising are
not as homogenous as it is assumed by many franchise companies, as well as
researchers. There are, as the author's work highlights, a series of often highly
distinctive and individualistic national markets with, in some cases, certain
areas/aspects of convergence between the markets. From a theoretical point of view,
they may even alter the balance between the economics of different growth
strategies. From a practical perspective, one of the apparently attractive aspects of
franchising, of being able to grow successfully internationally by rolling out exactly the
same format/formula/concept, is not as straightforward as earlier work might make it
appear.
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