TY  - JOUR
AB  - 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.
VL  - 7
IS  - 1
SN  - 1935-5181
DO  - 10.1108/19355181199200006
UR  - https://doi.org/10.1108/19355181199200006
AU  - Preble John F.
PY  - 1992
Y1  - 1992/01/01
TI  - Franchising: A Growth Strategy for the 1990s
T2  - American Journal of Business
PB  - MCB UP Ltd
SP  - 35
EP  - 41
Y2  - 2024/09/23
ER  -