In this book, Dr. Scott A. Shane systematically helps businesses assess the pros and cons of the decision to franchise. This book focuses squarely on the issues and challenges faced by franchisors. Shane answers key questions such as: What do successful franchisors do differently from unsuccessful franchisors? Why do some companies in an industry choose to franchise while their competitors don't? How does the decision to franchise affect your ability to compete with firms that don't? For businesses that choose to move forward, Shane presents proven principles for every aspect of building a successful franchising system, including: recruiting, selecting, managing and supporting franchisees; establishing territories and pricing; managing expansion; and navigating the unique legal and institutional challenges of franchising.
Author(s): Scott A. Shane
Publisher: FT Press
Year: 2005
Language: English
Pages: 256
Pearson.From.Ice.Cream.to.the.Internet.Using.Franchising.to.Drive.the.Growth.and.Profits.of.Your.Business......Page 1
CONTENTS AT A GLANCE......Page 8
ACKNOWLEDGMENTS......Page 10
ABOUT THE AUTHOR......Page 13
INTRODUCTION......Page 14
1 IS FRANCHISING RIGHTFOR YOUR INDUSTRY?......Page 28
2 THE ADVANTAGESOF FRANCHISING......Page 50
3 THE DISADVANTAGESOF FRANCHISING......Page 70
4 WHAT BUSINESSCONCEPTS CANBE FRANCHISED?......Page 94
5 KEY FRANCHISINGPOLICIES......Page 106
6 FRANCHISEE SUPPORTAND ASSISTANCE......Page 132
7 TERRITORIALSTRATEGIES......Page 150
8 PRICING FRANCHISES......Page 168
9 EXPANSION STRATEGIES......Page 182
10 THE LEGAL ANDINSTITUTIONALENVIRONMENT FORFRANCHISING......Page 202
11 RECRUITING,SELECTING, ANDMANAGINGFRANCHISEES......Page 216
CONCLUSIONS......Page 232
NOTES......Page 240
INDEX......Page 250
