Proposing new variables for the identification of strategic groups in franchising |
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Authors: | F Javier Rondán Cataluña Antonio Navarro García Enrique Carlos Díez de Castro |
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Institution: | (1) Dpt. Administración de Empresas y Marketing, University of Seville, Av. Ramón y Cajal, 1, 41018 Sevilla, Spain |
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Abstract: | The identification of strategic groups in the Spanish franchising area is the main aim of this study. The authors have added
some new strategic variables (not used before) to the study and have classified franchisors between sectors and distribution
strategy. The results reveal the existence of four perfectly differentiated strategic groups (types of franchisors). One of
the major implications of this study is that the variables that build a strategic group vary depending on the respective sector
the network operates in and its distribution strategy. This fact indicates that including sector and distribution strategy
is absolutely necessary to achieve good classifications of franchisor types. |
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Keywords: | Franchising Strategic groups Franchisor strategies Spain |
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