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The structure of the retail sector has altered dramatically duringthe last decade, as high fixed cost structures and static or minimalgrowth situations have intensified competition in virtually all consumerretail markets. Retailers have become aware of the need to identify withspecific market segments, reduce competition and achieve competitiveadvantage. Franchising has developed as a viable alternative totraditional forms of retail organisation. This articleexamines the development of retail franchising in the UK and Europeanmarkets and its market penetration, compared with the US, and thepotential for franchising as an operational strategy to achieveprofitable business growth.
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Feb 1, 1991
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