Advances in Global Marketing
Advances in Global Marketing
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全球营销的进步
DOI：
10.1007/978-3-319-61385-7_17
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发表时间：
2018
期刊：
影响因子：
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通讯作者：
Robson M
中科院分区：
文献类型：
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作者：
Robson M
特许经营是在增长缓慢的西方市场注册的零售商进入和扩张国外市场的一种日益流行的策略。在传统的特许经营模式中，被特许人的角色是执行特许人的品牌价值和经营标准。然而，我们有理由认为，以全面的特许经营协议文件和监督程序为基础的僵化的特许经营管理方式，并不适合打入文化差异较大的市场。我们的定性研究调查了一家大型英国特许经营商的案例，该特许经营商通过在新兴市场发展和管理国际特许经营关系的营销策略取得了相当大的成功。具体而言，它在相互信任和持续沟通的开放关系的基础上，维持了一套区域开发特许经营关系。我们的研究结果表明，特许经营权授权方的开放性和倾听被特许方意见的意愿，有助于识别和讨论合作关系面临的问题，以及适应、发展和共同利益的机会。
Franchising is an increasingly popular foreign-market entry and expansion strategy for retailers domiciled in slow-growth Western markets. Within the traditional model of franchising, the role of the franchisee is to implement the franchisor’s brand values and operational standards. Yet, there is reason to expect that the rigid approach to franchisee management, based on a comprehensive franchise agreement document and monitoring routines, is not ideally suited for penetrating culturally distinct markets. Our qualitative study investigates the case of a large U.K. franchisor that has enjoyed considerable success through a marketing strategy of developing and managing international franchising relationships in emerging markets. Specifically, it sustains a set of area development franchising relationships on the basis of open relationships characterized by mutual trust and ongoing communication. Our findings show how the openness and willingness of the franchisor to listen to the franchisee allows the identification and discussion of problems facing the partnership and opportunities for adaptation, growth, and mutual profits.