Relocate, Render and Renovate: A Framework for Marketing Implementation across Franchise Networks

  • Mukul P. Gupta
Conference paper
Part of the Contributions to Management Science book series (MANAGEMENT SC.)


Marketing organizations must establish processes to manage firm-customer connectivity across boundaries of their franchisees. Franchisees are selected based on their competencies in the specialized and taskdependent forms of activity domains designed and prescribed for them by the marketing strategists at the firm. Franchisees may excel at their domains but that may not necessarily result in optimal firm-customer connectivity since the strength of the connectivity is only as much as the strength of the weakest link. To address this challenge, an integrative framework is developed that identifies and integrates the value of different approaches to managing marketing channels that are often presented as incompatible in the literature. The framework describes three progressively complex types of peripheries: course, concept and conduct. Each increasingly complex periphery requires a more complex process to facilitate communication and innovation across specialized forms of marketing channels. The framework categorizes types of peripheries, gauges their complexity and then describes the processes involved in managing the firm-customer connectivity across each of them. The examples from gasoline, mobile telephony, health care, credit cards, fast food, school education, and automobile industry from the Indian market are presented to illustrate the conceptual strength of this framework 1.


Wireless Access Mobile Service Mobile Telephony Marketing Program Marketing Channel 
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

© Springer-Verlag Berlin Heidelberg 2004

Authors and Affiliations

  • Mukul P. Gupta
    • 1
  1. 1.Marketing AreaManagement Development InstituteGurgaonIndia

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