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

Marko Grünhagen, Manuel González-Díaz, Dildar Hussain and Haroldo Monteiro da Silva Filho

Journal of Small Business Management, 2022, vol. 60, issue 2, 253-288

Abstract: 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. Brazilian franchisees have created an active marketplace in which franchises are traded akin to commodities and franchises serve as schools or entrepreneurial “internships” for franchisees who seek new skills. A new framework of laddered diversification options in franchising is developed.

Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hdl.handle.net/10.1080/00472778.2020.1800353 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:ujbmxx:v:60:y:2022:i:2:p:253-288

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/ujbm20

DOI: 10.1080/00472778.2020.1800353

Access Statistics for this article

Journal of Small Business Management is currently edited by Eric Liguori

More articles in Journal of Small Business Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().