Research

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.

Publication Information
Article Title: Franchising from the Franchisee Perspective: A Review of the Multi-Unit Franchising Paradox
Journal: International Journal of Entrepreneurship and Innovation (Jan, 2001)
Vol. 2/14657503
Author(s): Grunhagen, Mark;  Mittelstaedt, Robert A
Researcher Information
    
Mittelstaedt, Robert A
Mittelstaedt, Robert A
Emeritus
Marketing
HLH 345
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
rmittelstaedt1@unl.edu