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Article
Franchising from the franchisee's perspective
The International Journal of Entrepreneurship and Innovation (2001)
  • Marko Grunhagen, Eastern Illinois University
  • Robert A. Mittelstaedt, University of Nebraska-Lincoln
Abstract

The focus of this article is on the emergence and development of multi-unit franchising in the USA from the franchisee's perspective. After a historical summary of the development of franchising from a marketing viewpoint, a typology of different franchisee types is provided, and the multi-unit franchising paradox is presented. The article offers a discussion of reasons why individuals might be enticed to become multi-unit franchisees. Emphasis is placed on entrepreneurship as a possible motive for sequential owners' involvement as multi-unit franchisees. The article concludes by providing encouragement for future research to investigate the issue empirically.

Keywords
  • Franchising; multi-unit; single-unit; franchisee; review; motivations
Disciplines
Publication Date
June, 2001
Publisher Statement
This article was published in The International Journal of Entrepreneurship and Innovation (http://www.ippublishing.com/), Volume 2 No. 2, June 2001. Copyright c 2001 IP Publishing Ltd. Reproduced by permission.
Citation Information
Marko Grunhagen and Robert A. Mittelstaedt. "Franchising from the franchisee's perspective" The International Journal of Entrepreneurship and Innovation Vol. 2 Iss. 2 (2001)
Available at: http://works.bepress.com/marko_grunhagen/2/