The Role of Support in Retail Franchise Relationships in China: A Qualitative Study

Anne Marie Doherty, X Chen, N. Alexander

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

    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 languageEnglish
    Title of host publicationN/A
    Number of pages6
    Publication statusPublished - 30 Sep 2009
    Event 9th Triennial AMS/ACRA Retailing Conference - New Orleans, USA
    Duration: 30 Sep 20093 Oct 2009

    Conference

    Conference 9th Triennial AMS/ACRA Retailing Conference
    Period30/09/093/10/09

    Keywords

    • retail franchising
    • support mechanisms
    • china

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