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Power and control in international retail franchising – Evidence from theory and practice

Barry Quinn (School of Business, Retail and Financial Services, University of Ulster, Coleraine, UK)
Anne Marie Doherty (School of Business, Retail and Financial Services, University of Ulster, Coleraine, UK)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 August 2000

Abstract

Franchising is fast becoming one of the most popular entry mode strategies for international retail companies when moving into international markets. Academic research, however, has only recently begun to examine international franchising within the context of retailer internationalisation. A major gap in the literature is the nature of the international retail franchise relationship and, in particular, the mechanisms used to control and co‐ordinate the international franchise network. This paper reports the findings from an in‐depth, ethnographic study of the internationalisation activity of one retail franchise company and examines the extent to which the marketing channels and agency theory literatures can, in practice, explain power and control in international retail franchising.

Keywords

Citation

Quinn, B. and Doherty, A.M. (2000), "Power and control in international retail franchising – Evidence from theory and practice", International Marketing Review, Vol. 17 No. 4/5, pp. 354-372. https://doi.org/10.1108/02651330010339897

Publisher

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MCB UP Ltd

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