Franchising from the Franchisee Perspective: A Review of the Multi-Unit Franchising Paradox
The focus of this article is on the emergence and development of multi-unit franchising in the United States from the franchisee perspective. After an historical summary of the development from a marketing viewpoint, a typology of different franchisee types is provided and the "multi-unit franchising paradox" is presented. The article offers a discussion of the reasons why individuals might be enticed to become multi-unit franchisees. An emphasis is put on entrepreneurship as a possible motive for sequential owners for their involvement as multi-unit franchisees. The article concludes with an encouragement for future research to investigate the issues.
||Franchising from the Franchisee Perspective: A Review of the Multi-Unit Franchising Paradox
International Journal of Entrepreneurship and Innovation (Jan, 2001)
||Grunhagen, Mark; Mittelstaedt, Robert A
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|Mittelstaedt, Robert A||Marketing