Relationship development in international retail franchising: Case study evidence from the UK fashion sector

Anne Marie Doherty (University of Ulster at Coleraine, Coleraine, UK)
Nicholas Alexander (University of Wales, Aberystwyth, UK)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 September 2004

Abstract

The relationship marketing paradigm has emerged as a major tool by which marketers may examine and conceptualise relationships with consumers, however its application to the business‐to‐business dimension of retailing has been largely neglected. The current work examines one particular aspect of business‐to‐business marketing: the franchisor‐franchisee relationship in the context of international fashion retailing. This relationship is examined in the light of the relationship marketing literature, with particular reference to the relevance of the marriage analogy. Employing a case study approach, this paper considers international fashion retailers' response to the need to develop business‐to‐business relationships in international markets via the franchising mode of market entry. The paper concludes that the marriage analogy is useful in the context of franchise relationships if properly defined by core and intended relationship benefits.

Keywords

Citation

Doherty, A.M. and Alexander, N. (2004), "Relationship development in international retail franchising: Case study evidence from the UK fashion sector", European Journal of Marketing, Vol. 38 No. 9/10, pp. 1215-1235. https://doi.org/10.1108/03090560410548942

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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