THE PROBLEM OF PRESERVING POSITIVE IMAGE AND REPUTATION OF THE FRANCHISING NETWORK

M.K. Gusev ()
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M.K. Gusev: Plekhanov Russian University of Economics

Annals of marketing-mba, 2019, vol. 1

Abstract: The article explores the topic of the relationship between the franchisor and the franchisee, which is necessary to maintain a positive image and reputation of the franchising network. A comparison of the company's development options with the help of the branch network, franchise network and through distributors is conducted. An assessment of the advantages and disadvantages of the franchise for the franchiser and the franchisee is given. The requirements and expectations of the franchiser and the franchisee towards each other, on the fulfillment of which the quality of their relationship depends, which affects the image and reputation of the franchise, are determined.

Keywords: franchise; franchiser; franchisee; image; reputation; requirements; expectations (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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