An Introduction to Franchising

Enhanced descriptions from Syndetics:

An Introduction to Franchising is a concise yet comprehensive guide to the world of franchising. Looking at the field from the perspectives of the franchisor and the franchisee, the book offers a good balance between the theories behind good franchising practise, and hands-on practical guidance. Applied theory is evident in the broad range of real-life case studies included in the book.

With many of the world's leading companies operating franchise models, this book will offer readers a genuine insight into the potential advantages and disadvantages of franchising. The book also examines the financial, legal and ethical implications of franchising, whilst anticipating future concerns and challenges for the franchising model.

An Introduction to Franchising is an essential guide for all students of franchising, entrepreneurship and marketing. It is also a must-read for anyone wishing to start their own franchise business.

Table of contents provided by Syndetics

• list of figures (p. x)
• list of case studies (p. xi)
• acknowledgements (p. xii)
• preface (p. xiii)
• Chapter 1 the origins and history of franchising (p. 1)
• franchising - the early years (p. 2)
• the brewing connection (p. 4)
• business format franchising (p. 6)
• Chapter 2 defining franchising (p. 12)
• the European definition (p. 14)
• the American definition (p. 16)
• the British adaptation (p. 19)
• the Australian definition (p. 19)
• an alternative definition (p. 20)
• understanding what can and cannot be franchised (p. 24)
• Chapter 3 the pros and cons of franchising (p. 30)
• advantages for the franchisor (p. 30)
• disadvantages for the franchisor (p. 34)
• advantages for the franchisee (p. 36)
• disadvantages for the franchisee (p. 40)
• advantages and disadvantages of home-based franchises (p. 43)
• advantages and disadvantages of well-known franchises (p. 47)
• Chapter 4 the franchise relationship (p. 50)
• negotiation (p. 51)
• innovation (p. 53)
• emotional turbulence (p. 55)
• stakeholders (p. 59)
• the secret of a good relationship (p. 62)
• Chapter 5 entrepreneurs and franchising (p. 71)
• women in franchising (p. 78)
• Chapter 6 the role of ethics in franchising (p. 83)
• guiding principles (p. 84)
• recruitment, advertising and disclosure (p. 89)
• selection of individual franchisees (p. 94)
• the franchise contract (p. 96)
• analysis of the other two codes of conduct (p. 102)
• social responsibility and franchising (p. 105)
• Chapter 7 cultivating a franchised business (p. 110)
• pre-launch (p. 114)
• post-launch (p. 123)
• Chapter 8 the steps to buying a franchise (p. 135)
• franchise development model (p. 138)
• types of franchises (p. 141)
• the six segments of franchising (p. 144)
• Chapter 9 legal and financial matters (p. 159)
• the franchise agreement (p. 160)
• description of the franchise and rights granted (p. 166)
• the term of the agreement (p. 167)
• the franchisor's obligations (p. 168)
• the franchisee's obligations (p. 171)
• dispute resolution (p. 174)
• termination of the agreement (p. 176)
• post-termination (p. 178)
• financial matters (p. 182)
• Chapter 10 developing the business (p. 189)
• expanding the franchisee's business (p. 190)
• developing a franchise overseas (p. 194)
• company expansion (p. 199)
• direct control model (p. 200)
• master franchising (p. 201)
• joint ventures (p. 204)
• co-branding (p. 204)
• Chapter 11 exit strategies (p. 207)
• running a lifestyle business (p. 210)
• selling the business (p. 212)
• dynastic succession (p. 213)
• closing the business (p. 215)
• the stock market flotation (p. 220)
• Chapter 12 developing the future of franchising (p. 222)
• the development of information technology (p. 222)
• stock control (p. 225)
• green franchising (p. 229)
• the future is all about change (p. 236)
• the future of the industry (p. 237)
• appendix 1 European Franchise Federation code of ethics (p. 238)
• appendix 2 the World Franchise Council's principles of ethics (p. 243)
• appendix 3 the International Franchise Association code of ethics (p. 246)
• appendix 4 national franchising associations (p. 249)
• bibliography (p. 251)
• index (p. 259)