论国际特许经营的管理与市场营销战略

当前,特许经营日益国际化,国际特许经营业务将会不断扩展。本文重点探讨国际特许经营的模式,它所面临的宏观环境以及战略决策和市场营销战略。     

出口创汇捷径:国际连锁销售

所谓国际连锁销售,是指国际上经营同类商品、使用同一商号的一批企业,在统一总部的管理下,共同采购、共同经营、共享规模效益的一种新型销售模式.如美国沃尔玛公司,就是一个典型的国际连锁销售集团公司,它在全美有2970家连锁店,世界各地有连锁店1125家;美国西尔斯在美国和加拿大拥有845家大商场,2000多家特色店;日本、西欧一些发达国家,也都有不少国际连锁销售集团公司.这些国际连锁集团采购商品数量大、品种多,产品可供应到全球各个连锁店进行销售,并可以与各国的消费者进行直接接触,能够更快地反映国际市场的变化,从而更加准确地指导企业调整出口商品结构,加大国际市场适销产品的生产和经营.     

An Examination of International Retail Franchising in Emerging Markets

There has been an urgent call from both the franchise industry and the academic community for research on world franchising markets, specifically in the retail sector. This article is an attempt to summarize the main research that has been conducted thus far on international retail franchising. The article begins with an overview of the development of the literature and then discusses the nature and scope of emerging markets, with particular reference to their impact on the stakeholders of international retail franchising. Next, the article develops a conceptual model relating international retail franchising to its stakeholders. Then, a review of the research is divided into the areas of emerging world market: Central and Eastern Europe, Mexico and South America, Asia, and other areas that include India, Kuwait, and South Africa. The article concludes by discussing the next step to developing a research base for further understanding of emerging markets in addition to the opportunities and challenges for retail franchising and future research.     

Impediments to International Franchising in the Business Format Sector

Franchising in the business format area by U.S. firms is a dynamic industry with excellent growth potential in view of the crumbling down the barriers in the world economy. The authors have identified eight major impediments to the growth of international business format franchising as a result of a survey conducted among a sample of U.S. franchise marketing executives. The study has come up with some major recommendations for the U.S. franchisors to improve the effectiveness of U.S. franchisors to market and support franchisees in foreign coutries. The sample size being quite small, the study should be considered as an exploratory study, and several areas for future study have been recommended in this paper.     

International Franchising: Evolution of Theory and Practice

This paper reviews the evolution of the theory of international franchising over the past two decades, from its humble beginnings in the early 1990s. The theories are grouped into three time phases. Ten theory papers are considered. It is clear that apart from a basic decision-making model explaining whether to internationalize or not, the theory of international franchising has “borrowed” theory from mainstream marketing. In particular, international franchising theory has evolved by incorporating capabilities theory, relationship theory, stakeholder theory, and governance mode theory. The biggest opportunity for future international franchising research is to add a branding theory perspective. Four sub-topics are put forward as promising areas for future research.     

International Franchising Decision-Making: A Model for Country Choice

The present study examines how a number of market conditions may drive diffusion of franchising. It considers a sample of 63 Spanish franchisors operating through 2321 franchisee outlets across 20 different Latin American countries: Argentina, Brazil, Chile, Colombia, Costa Rica, Cuba, Dominican Republic, Ecuador, El Salvador, Guatemala, Haiti, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, Uruguay, and Venezuela in January 2011. Results conclude that geographical and cultural distance between the host and home country, as well as the level of the host country's uncertainty avoidance, individualism, political stability, unemployment rate, market potential, and efficiency of contract enforcement, may drive the spread of international franchising. Results reinforce previous research on country choice as to the association between international franchising and the host country's unemployment rate and cultural distance, but also identify differences from other regions in some issues such as political stability. Moreover, new insights relative to the effect of market potential, individualism, uncertainty avoidance, and the efficiency of contract enforcement on international franchise diffusion are also shown.     

The Role of Economic-Demographic Factors in U.S. International Restaurant Franchising:

This paper studies the effect of both economic and demographic factors on the international restaurant franchising (IRF). The study utilizes regression analysis of pooled cross-section (6 countries) and time series (10 years)data. It is found that among the economic factors, the market size has a strong positive effect on IRF. On the other hand, the ratio of female workers to the total labor force is positively related to international restaurant franchising. The paper also investigates the relationship between demo-economic factors and IRF for two subsets of interest, developed and developing countries.     

Deriving Meaning for Social Franchising From Commercial Franchising and Social Enterprise

Auntie Anne's Pretzels, the American Red Cross, and IKEA are franchises for a social benefit, but are they social franchises? There is a diversity of perceptions of what is meant by the term social franchising but no consensus on the precise meaning. Given that social franchising is a relatively new area of research and that a crucial first step in research on any topic is to define its parameters, this article derives a set of indicators for the phenomenon of social franchising by bringing together three strands of scholarship: social franchising, commercial franchising, and social enterprise.     

Franchising Professional Service

No abstract available for this article.     

Franchising and Trademark Protection in China

With the downturn in the US economy well into its fourth year,American and Canadian franchisors are increasingly looking to international markets to secure new franchisees.As the worlds' second largest economy and with the largest middleclass anywhere,China is generating an increasing amount of attention.     

The Elasticity of Franchising

This paper creates a model to test whether franchising functions as product differentiation and estimates its elasticity. Using data on the average franchisee in thirty restaurant chains, the elasticity of franchising is measured at 0.252, which is similar in magnitude to values found in previous research for the elasticity of advertising of consumer product goods. The results suggest that, at least for some franchisees, the franchise system is providing product differentiation.     

加盟连锁店创业的成功经营之道

<正>加盟连锁店最大的好处是能直接借用总部的金字招牌,并借助总部的经验,从而能降低投资和经营的风险。但是,对于加盟者来说,“复制”完总部经营场所的环境、气氛和产品后,并不代表就可以高枕无忧了。     

Franchising proportion and network failure

This paper investigates the relationship between franchising proportion of a network and firm failure. Drawing from resource scarcity and agency theories, we show that franchising firms that overfranchise and do not structure their networks in congruence with these two theories have lower survival prospects. We test our arguments with extensive data from nearly 5000 franchising firms listed in Entrepreneur magazine. The findings suggest that franchising proportion has a U-shape relationship with network failure. Additional analysis shows that firm size and geographic scope moderate the relationship between the squared term of franchising proportion and network failure. For franchisors, our results highlight the importance of maintaining an appropriate mix of franchised and firm-owned outlets within a network.     

Franchising and Trademark Protection in China

With the downturn in the US economy well into its fourth year,American and Canadian franchisors are increasingly looking to international markets to secure new franchisees.As the worlds' second largest economy and with the largest middleclass anywhere,China is generating an increasing amount of attention.     

Valuing Exclusivity from Encroachment in Franchising

Conflict is created when business format franchisors penetrate existing markets with new outlets that increase system-wide sales, but negatively affect the sales and profits of existing franchisees. Territorial exclusivity contracts are used to manage channel conflict in such situations. We present a model to value territorial exclusivity from the perspective of both the franchisor and the franchisee. We show that under certain circumstances there is positive value to the franchisor by including the exclusivity clause in the contract and to the franchisee by purchasing this exclusivity. When this happens, the likelihood of franchisor-franchisee encroachment-related conflict is reduced.     

Barriers to Franchising in Saudi Arabia

Franchising has rapidly grown in Saudi Arabia since 2005, yet a small number of the large companies dominate the market with mostly foreign brands. Therefore, the aim of this study is to investigate the barriers that Saudi small and medium enterprises and startups face when striving to become franchisors or franchisees. These barriers are investigated through the use of semi-structured interviews with people who belong to the franchise community either as administrators, franchise committee members, franchise developers, franchisees–franchisors, or prospective franchisees and franchisors. The results of this study show that there are several barriers standing against using franchising as a mode of expansion and investment by small and medium enterprises and startups, such as lack of legal, financial, institutional, marketing, development, and educational services support, and other key factors related to international franchisors' preferences and domestic franchising.     

Partner Empowerment and Relationship Failure in Franchising

Franchisors must empower franchisees to take decisions on a package of peripheral elements in response to pressure for local adaptations and for entrepreneurial autonomy. However, little is known about which specific elements should be decentralized and to what extent adaptation of such elements affects disputes between franchisor and franchisees. This study explores these issues by analyzing which decision rights should be franchisees’ responsibility to reduce early terminations instigated by the franchisor. The results show that delegating decision rights on local advertising and personnel reduces early terminations while delegation of pricing tends to increase them, regardless of the size of the system. Interestingly, successful delegation in other decision‐areas is contingent on the brand‐name value. More specifically, only larger chains seem to benefit from delegating assortment and decoration decisions.