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
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Marko Grünhagen: Eastern Illinois University
Manuel González-Díaz: Universidad de Oviedo = University of Oviedo
Dildar Hussain: ESC [Rennes] - ESC Rennes School of Business
Haroldo Monteiro da Silva Filho: ESC [Rennes] - ESC Rennes School of Business

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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.

Keywords: marketing; franchising; qualitative (search for similar items in EconPapers)
Date: 2022-03-04
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Published in Journal of Small Business Management, 2022, 60 (2), pp.253-288. ⟨10.1080/00472778.2020.1800353⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03697239

DOI: 10.1080/00472778.2020.1800353

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