communication of the franchisors towards the prospective franchisees: the case of subway

Rozenn Perrigot (), Guy Basset and Gérard Cliquet
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Rozenn Perrigot: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Guy Basset: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Gérard Cliquet: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: The number of franchising networks has been growing over the last years. The number of prospective franchisees is therefore increasing as the number of franchisors is doing as well. As a result, important questions can be raised: How are the franchisors able to attract the prospective franchisees better than their competitors do? What kind of communications can be used by the franchisors to attract and appeal the prospective franchisees? In this paper, we expose traditional and innovative means of attracting new franchisees before focusing on the case of Subway, one of the biggest franchising networks in the world, specialized in sandwiches. Managerial implications aiming at helping the franchisors to attract more and better new franchisees than the competitors are also discussed.

Keywords: Communication policy; franchisee selection process; influencers; Internet; social networks; viral marketing (search for similar items in EconPapers)
Date: 2009-09
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Published in 2009 EMNET Conference, Sep 2009, Sarajevo, Bosnia and Herzegovina. 24 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00454557

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