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RETAIL FRANCHISING AS A GROWTH STRATEGY FOR THE 1990s

RETAIL FRANCHISING AS A GROWTH STRATEGY FOR THE 1990s 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

RETAIL FRANCHISING AS A GROWTH STRATEGY FOR THE 1990s

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-0552
DOI
10.1108/09590559110139968
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Feb 1, 1991

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