Pioneering Asian Franchise Brands: Pho24 in Vietnam

Lorelle Frazer; Bill Merrilees

doi:10.1080/1046669X.2012.700264

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Pioneering Asian Franchise Brands: Pho24 in Vietnam

Journal article

Open access

Peer reviewed

Pioneering Asian Franchise Brands: Pho24 in Vietnam

Lorelle Frazer and Bill Merrilees

Journal of Marketing Channels, Vol.19(4), pp.295-309

2012

DOI: https://doi.org/10.1080/1046669X.2012.700264

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Abstract

born global

case study

entrepreneur

franchise

Vietnam

Pho24 is Vietnam's largest and most rapidly growing franchise system. In this research, a case study approach is used to study the franchising strategy employed by the organization to achieve rapid growth in Vietnam and internationally. Key people in the organization were interviewed, including the founder/franchiser, franchisees, and company employees. Data were collected over a 12-month period from the organization's operations in three countries: Vietnam, Australia, and Singapore. The findings indicate that cultural and legal contexts heavily influence the franchiser's philosophy. Traditional explanations of franchising, such as resource constraints theory and agency theory, only partially explain the motivations for franchising. An alternative hybrid model of franchising-an Asian partnership model of franchise brand management-is adopted to improve control and collaboration between the franchiser and franchisees. © 2012 Copyright Taylor and Francis Group, LLC.

Details

Title: Pioneering Asian Franchise Brands: Pho24 in Vietnam
Authors: Lorelle Frazer (Author) - Griffith University
Bill Merrilees (Author) - Griffith University
Publication details: Journal of Marketing Channels, Vol.19(4), pp.295-309
Publisher: Routledge
Date published: 2012
DOI: 10.1080/1046669X.2012.700264
ISSN: 1046-669X
Copyright note: Copyright © 2012 Routledge. This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Channels on 2012, available online: http://wwww.tandfonline.com/10.1080/1046669X.2012.700264
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450863402621
Output Type: Journal article

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