Journal article
Power and control in the franchise network: an investigation of ex-franchisees and brand piracy
Journal of Marketing Management, Vol.23(9-10), pp.1037-1054
2007
Abstract
This research considers the issue of franchisees who exit the franchise system in order to continue operating independently. The literature regarding incentives for entering franchising is reviewed in an attempt to reveal why franchisees become dissatisfied and leave. The use of power by the franchisor and its relationship to brand piracy by franchisees is explored. Franchisors and their current and former franchisees are interviewed to uncover insights into this phenomenon. Explanations concerning the effectiveness of contractual remedies, dissatisfaction with the franchise, level of dependence and expectations in the relationship, and franchisor-franchisee goal incongruence are proposed.
Details
- Title
- Power and control in the franchise network: an investigation of ex-franchisees and brand piracy
- Authors
- Lorelle Frazer (Author) - Griffith UniversityBill Merrilees (Author) - Griffith UniversityOwen Wright (Author) - Griffith University
- Publication details
- Journal of Marketing Management, Vol.23(9-10), pp.1037-1054
- Publisher
- Routledge
- Date published
- 2007
- DOI
- 10.1362/026725707X250458
- ISSN
- 0267-257X; 0267-257X
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99451446402621
- Output Type
- Journal article
Metrics
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- Business
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