Franchising Research Frontiers for the Twenty-First Century |
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| Authors: | Rajiv P. Dant,Marko Grü nhagen,Josef Windsperger |
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| Affiliation: | aMichael F. Price College of Business, The University of Oklahoma, 307 West Brooks, Norman, OK 73019-4001, USA;bEastern Illinois University, School of Business, 4002 Lumpkin Hall, Charleston, IL 61920, USA;cCenter of Business Studies, University of Vienna, Brünner Strasse 72, A-1210 Vienna, Austria |
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| Abstract: | ![]()
About four decades ago, during the formative years of the franchising industry, visionary authors like Oxenfeldt and Kelly (1968) and Ozanne and Hunt (1971) proposed a rich slate of research agenda which still continues to guide some of the contemporary scholarship in the franchising domain. This article (1) explicates some of the unique features of the franchising context that presumably inspired these pioneering authors, (2) discusses four established elements of ontology unique to franchising and isolates the remaining research gaps therein, (3) specifies a new slate of more contemporary research agenda for future scholarship, and (4) concludes with a brief discussion of the ten articles featured in this Special Issue of the Journal of Retailing dedicated to the theme of Franchising and Retailing. |
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| Keywords: | Franchising Research Agenda Research Frontiers Mixed Motives Context Asymmetrical Power Setting Twenty-First Century |
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