Document Type
Article
Publication Date
June 2001
Abstract
The focus of this article is on the emergence and development of multi-unit franchising in the USA from the franchisee's perspective. After a historical summary of the development of franchising from a marketing viewpoint, a typology of different franchisee types is provided, and the multi-unit franchising paradox is presented. The article offers a discussion of reasons why individuals might be enticed to become multi-unit franchisees. Emphasis is placed on entrepreneurship as a possible motive for sequential owners' involvement as multi-unit franchisees. The article concludes by providing encouragement for future research to investigate the issue empirically.
Recommended Citation
Grunhagen, Marko and Mittelstaedt, Robert A., "Franchising from the franchisee's perspective" (2001). Faculty Research & Creative Activity. 2.
https://thekeep.eiu.edu/business_fac/2
Comments
This article was published in The International Journal of Entrepreneurship and Innovation (http://www.ippublishing.com/), Volume 2 No. 2, June 2001. Copyright c 2001 IP Publishing Ltd. Reproduced by permission.