Abstract
Support mechanisms within the franchise relationship have only been addressed to a limited extent within international retail franchise research. This seems anomalous given the centrality of support to successful franchise operations. Further, franchising in emerging markets is coming to the fore as a growing research area. Exploring franchisor and franchisee perspectives, this paper investigates the role and type of support present in franchise relationships in the context of the Chinese market. Using the qualitative method, the paper finds that support is present on a number of levels; marketing, product, operational, financial, brand and emotional. The implications of such support for franchise relationships in China are discussed and areas for future research indicated.
| Original language | English |
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| Title of host publication | N/A |
| Number of pages | 6 |
| Publication status | Published - 30 Sep 2009 |
| Event | 9th Triennial AMS/ACRA Retailing Conference - New Orleans, USA Duration: 30 Sep 2009 → 3 Oct 2009 |
Conference
| Conference | 9th Triennial AMS/ACRA Retailing Conference |
|---|---|
| Period | 30/09/09 → 3/10/09 |
Keywords
- retail franchising
- support mechanisms
- china