Multibrand, multisystem and multirole franchising: A qualitative exploration and framework development in Brazil

TY - JOUR

T1 - Multibrand, multisystem and multirole franchising: A qualitative exploration and framework development in Brazil

AU - Grünhagen, Marko

AU - Grünhagen, Marko

AU - González-Díaz, Manuel

AU - Hussain, Dildar

AU - da Silva Filho, Haroldo Monteiro

AU - Grunhagen, Marko

N1 - We investigate franchisees' rationales for ownership constellations beyond single brands or systems. Through exploratory interviews with Brazilian franchisees, reasoning and process of how franchisees develop their multibrand, multisystem and multirole portfolio is elucidated. Franchisees in Brazil with ownership stakes in more than one brand/system aim to keep units within their monitoring range, while diversifying to mitigate risk of their portfolios.

PY - 2020/8/25

Y1 - 2020/8/25

UR - https://www.tandfonline.com/doi/pdf/10.1080/00472778.2020.1800353

U2 - 10.1080/00472778.2020.1800353

DO - 10.1080/00472778.2020.1800353

M3 - Article

JO - Journal of Small Business Management

JF - Journal of Small Business Management

ER -