Abstract
The focus of this article is on the emergence and development of multi-unit franchising in the USA from the franchisee's perspective. After a historical summary of the development of franchising from a marketing viewpoint, a typology of different franchisee types is provided, and the multi-unit franchising paradox is presented. The article offers a discussion of reasons why individuals might be enticed to become multi-unit franchisees. Emphasis is placed on entrepreneurship as a possible motive for sequential owners' involvement as multi-unit franchisees. The article concludes by providing encouragement for future research to investigate the issue empirically.
| Original language | American English |
|---|---|
| Journal | Default journal |
| State | Published - Jun 1 2001 |
Keywords
- Franchising; multi-unit; single-unit; franchisee; review; motivations
Disciplines
- Business