Franchise Focus Choices

Jean-Pierre Jeannet, Thierry Volery, Heiko Bergmann and Cornelia Amstutz
Additional contact information
Jean-Pierre Jeannet: International Institute for Management
Thierry Volery: ZHAW School of Management and Law
Heiko Bergmann: University of St. Gallen
Cornelia Amstutz: University of Lucerne

Chapter 9 in Masterpieces of Swiss Entrepreneurship, 2021, pp 93-100 from Springer

Abstract: Abstract This chapter centers around the concept of the customer franchise defined as a distinct group of users for whom a company offers a central element or product. Explanations are offered how companies attach such groups to their products and create loyalty. Examples are cited of companies that manage to create a single customer franchise around a distinct group of companies that rely on the supplier for a critical part of their business processes. Franchises may also be created around a particular industry or around institutions. Particular emphasis is placed on the creation of customer franchise anchored around a particular professional group with client companies. Solution-based franchises are built on supplying entire solutions for customers also leading to a systems-centered approach in franchise building. The chapter ends with company examples of consumer franchise building practiced by B2C firms and how this process differs from the franchise building in the B2B sectors.

Date: 2021
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DOI: 10.1007/978-3-030-65287-6_9

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