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- W2620838963 abstract "Franchising is all around us. It is a well-established retail format in developed markets. It accounts for about 41 per cent of the retailing sector in the US (3,000 franchise systems worthabout 2.1 trillion USD, employing 18 million): 53 per cent in Australia and 32 per cent inGermany (Dant, Grunhagen and Windsperger, 2011). Franchising is also making strong inroadsinto emerging economies – e.g. it accounts for around 16 per cent of the retail sector in Brazil,3 per cent in China and 1.6 per cent in India (Sashi and Karuppur, 2002; Aliouche andSchlentrich, 2011; Dant et al., 2011). Not surprisingly, franchising has received significant attention from scholars in the fields of marketing, management, entrepreneurship, finance andeconomics. Further, franchising has been investigated using divergent perspectives includingownership, control, governance, single versus plural forms, single versus multi-unit franchising,legal imperative and global franchising (Dant et al., 2011). However, few have looked atfranchising from a branding perspective (some exceptions include Zachary et al., 2011; Weaven,Grace and Jones, 2012; Merrilees and Frazer, 2013). This is surprising, since ‘Branding hasemerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have’. (Keller and Lehmann,2006: 740) Further, several well-known franchise brands such as McDonald’s, Starbucks, KFC, Pizza Hut and Subway have made their mark as strong brands (Forbes, 2014; Interbrand,2014)." @default.
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- W2620838963 date "2016-07-13" @default.
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- W2620838963 title "Franchise brand management from a knowledge perspective" @default.
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- W2620838963 doi "https://doi.org/10.4324/9781315796789.ch37" @default.
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