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


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.



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.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.