A Futuristic Research Agenda for the Field of Franchising

Rajiv P. Dant

Journal of Small Business Management, 2008, vol. 46, issue 1, 91-98

Abstract: This brief paper summarizes the sweeping changes taking place within the North American franchising reality and extols franchising researchers to venture forth into novel arenas of investigation. In the process, it also offers commentary on two articles appearing in this issue of the Journal of Small Business Management. In general, this polemic invites researchers (1) to look beyond the North American contexts for data and original theoretical development; (2) to investigate new phenomena associated with franchising; and (3) to examine extant ontology of franchising research topics from novel perspectives. Illustrative frameworks for executing this research agenda are presented throughout.

Date: 2008
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DOI: 10.1111/j.1540-627X.2007.00233.x

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