Journal article
Entrepreneurial franchisees have hidden superior marketing systems
Qualitative Market Research: An International Journal, Vol.9(1), pp.73-85
2006
Abstract
Purpose - This research paper aims to understand the variability of performance among franchisees in a given system. Design/methodology/approach - A qualitative, case study approach was used to get a clearer and deeper picture of the main issues and parameters. Nine franchisees across three systems were interviewed, and the marketing and management practices of high and average performing franchisees were compared. Findings - Major contrasts have been identified between high and average franchisee performers, suggesting that entrepreneurial franchisees may have superior marketing and management systems that are not readily identifiable. Research limitations/implications - This study contributes to an eventual theory of effective marketing. Practical implications - Both franchisors and franchisees could use these findings to improve their marketing performance. Originality/value - Provides a case study to aid understanding of performance variability among franchisees. © Emerald Group Publishing Limited.
Details
- Title
- Entrepreneurial franchisees have hidden superior marketing systems
- Authors
- B Merrilees (Author) - Griffith UniversityLorelle Frazer (Author) - Griffith University
- Publication details
- Qualitative Market Research: An International Journal, Vol.9(1), pp.73-85
- Publisher
- Emerald Group Publishing Ltd.
- Date published
- 2006
- DOI
- 10.1108/13522750610640567
- ISSN
- 1352-2752
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99450797902621
- Output Type
- Journal article
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- Business
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