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Franchising: A Growth Strategy for the 1990s

John F. Preble (University of Delaware)

American Journal of Business

ISSN: 1935-5181

Article publication date: 22 April 1992

Abstract

The strategy of franchising has become an increasingly important growth option for firms operating in today’s highly competitive marketplace. This paper describes the present status of franchising and provides managers with practical, strategic guidance on its use. Three general forms of franchising have emerged which can be employed by the franchisor depending upon company objectives. It is also shown in this paper that a portfolio matrix model can act as a useful tool to aid decision‐makers in selecting and employing franchising strategies both domestically and in world markets.

Keywords

Citation

Preble, J.F. (1992), "Franchising: A Growth Strategy for the 1990s", American Journal of Business, Vol. 7 No. 1, pp. 35-41. https://doi.org/10.1108/19355181199200006

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited