The use of franchising as a growth strategy by US restaurant franchisors

The paper summarizes predictions about the use of franchising as an expansion strategy and examines them through an empirical investigation of a sample of restaurant franchisors. The restaurant industry is an appropriate field for such an investigation as franchising is extensively used in this sect...

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Veröffentlicht in:	The Journal of consumer marketing 1998-08, Vol.15 (4), p.397-407
1. Verfasser:	Sen, Kabir C.
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand names Business development Business growth Consumer behavior Consumer marketing Consumers Consumption Corporate strategy Eating behavior Economies of scale Expansion Franchisees Franchising Growth Marketing Restaurants Statistical analysis Strategic management Studies Trends
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