Multibrand, multisystem and multirole franchising: A qualitative exploration and framework development in Brazil - Rennes School of Business Accéder directement au contenu
Article Dans Une Revue Journal of Small Business Management Année : 2022

Multibrand, multisystem and multirole franchising: A qualitative exploration and framework development in Brazil

Résumé

We investigate franchisees’ rationales for ownership constellations beyond single brands or systems. Through exploratory interviews with Brazilian franchisees, reasoning and process of how franchisees develop their multibrand, multisystem and multirole portfolio is elucidated. Franchisees in Brazil with ownership stakes in more than one brand/system aim to keep units within their monitoring range, while diversifying to mitigate risk of their portfolios. Brazilian franchisees have created an active marketplace in which franchises are traded akin to commodities and franchises serve as schools or entrepreneurial “internships” for franchisees who seek new skills. A new framework of laddered diversification options in franchising is developed.
Fichier non déposé

Dates et versions

hal-03697239 , version 1 (16-06-2022)

Identifiants

Citer

Marko Grünhagen, Manuel González-Díaz, Dildar Hussain, Haroldo Monteiro da Silva Filho. Multibrand, multisystem and multirole franchising: A qualitative exploration and framework development in Brazil. Journal of Small Business Management, 2022, 60 (2), pp.253-288. ⟨10.1080/00472778.2020.1800353⟩. ⟨hal-03697239⟩
22 Consultations
0 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More