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Franchising Research in a European Context

  • Helen Woodruffe-Burton
  • Eleanor Hamilton
  • Julia Doyle
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

Despite references to franchising’s rapid growth as ‘spectacular’ an ‘explosion’ (Chan, 1994), there remains a notable lack of research into franchising in a European perspective. Studies of contemporary literature show a lack of franchising research generally (Hamilton and Watts, 1998), and little on international franchising issues (Elango and Fried, 1997), (Hoffman and Preble, 1995). This paper presents an overview of franchising in the existing literature, considers marketing issues relevant to European franchising from a critical perspective and poses key questions and directions for future research.

Keywords

Business Format Annual Turnover Franchise System Petrol Retailing European Issue 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Helen Woodruffe-Burton
    • 1
  • Eleanor Hamilton
    • 1
  • Julia Doyle
    • 1
  1. 1.Lancaster UniversityNewarkUSA

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