Franchising


Franchising is an important business growth strategy and marketing system that can boost turnover without the need to increase assets. The concept explains the advantages and drawbacks of this strategy and describes how some of the world's most iconic brands have built successful franchising businesses.

Technique Overview

Franchising Definition

Franchising is a system of distribution where one party (the franchisor) grants a second party (the franchisee) the right to distribute products or perform services and to operate a business in accordance with an established marketing system (Hall & Dixon, 1988);. It has also been defined as ‘incomplete licensing’ (Albaum & Mendelsohn, 2002) and ‘a right to sell, rather than to produce’ (Paliwoda & Thomas, 1998).

Franchising Description *

* The full technique overview will be available soon. Contact us to register your interest in our business management platform, and learn all about Franchising.

Business Evidence

Strengths, weaknesses and examples of Franchising *

* The business evidence section is for premium members only. Please contact us about accessing the Business Evidence.

Business Application

Implementation, success factors and measures of Franchising *

* The business application section is for premium members only. Please contact us about accessing the Business application.

Professional Tools

Franchising videos and downloads *

* The professional tools section is for premium members only. Please contact us about accessing the professional tools.

Further Reading

Franchising web and print resources *

Franchising references (4 of up to 20) *

  • Albaum, G., Strandskov, J. and Duerr, E. (2002) International Marketing and Export Management, Pearson Education, Essex, England.
  • Beshel, B. (2001) An Introduction to Franchising, The IFA Educational Foundation, Pepsico Foundation.
  • BFA, British Franchise Association. (2007) Case Studies Henley-on-Thames: British Franchise Association.
  • Bradley, F. (2002) International Marketing Strategy, 4th ed, Prentice Hall.

* The further reading section is for premium members only. Please contact us about accessing the further reading.

Learn more about KnowledgeBrief Manage and how you can equip yourself with the knowledge to succeed on Franchising and hundreds of other essential business management techniques

Other members were also interested in...

Related Concept: Safeguarding

 This technique offers a review of the essential concept of safeguarding, exploring the legal requirements, explanations and application. It presents a number of case studies and success factors showing you how to create a safe and secure working environment for your staff, clients and customers.