A multiple case study of four foreign franchisors was conducted in 2000 to study the critical success factors of international franchising in East Asia. The four franchisors were chosen because they possess different international franchising capabilities and are at varying levels of internationalisation. This study provides a useful insight into how a foreign franchisor should approach and compete successfully in East Asia. Firstly, the research provides a conceptual model, which displays the six key categories and success factors for international franchising in East Asia. The study has made a significant contribution in identifying two new categories that have mostly been neglected by researchers in international franchising. Secondly, the study reveals a unique form of master franchising that is being practiced in East Asia. Thirdly, the effective management of Asian partners is found to begin with recruiting the right partners with the desired characteristics and subsequently developing a long-term mutually beneficial working relationship with the partners. Finally, successful franchisors were found to believe strongly in the power of branding and niche marketing in East Asia.

<p>The finance industry has been rather slow adopting a customer oriented approach and instead had more of a transaction oriented approach having largely undifferentiated markets. During the last two decades the world’s finance industry has been undergoing a process of transformation set off by the deregulations, internationalisation and technological change. The effects from these changes have made the companies providing financial services, such as banks, face new challenges regarding their role in the economy. Swedbank, one of the largest banks in Sweden, is now looking at how to segment their market in the best possible way in an attempt to find segments that they can serve better and in that way become more competitive. One potential new segment they have found is the increasingly more common franchise systems. This has lead to the following problem statement and purpose for this thesis:</p><p>How do banks work with market segmentation?</p><p>The main purpose with this study has been to develop a deeper understanding of how banks work with market segmentation by studying the example of the potential segment of franchisees and their franchisors. The subordinate purposes include learning what franchisees think about their situation and relation with banks, clarifying the market potential of franchise segment for banks, and to give suggestions of aspects that might be valuable to consider for banks when examining the potential for a new segment of franchisees and their franchisors.</p><p>My aim was to create a better understanding of the phenomenon studied by interpretations and therefore chose a qualitative data collection and analysis method to be able to answer the problem statement and purposes for this study. Nine in-depth interviews, eight interviews with different franchisees and one interview with a respondent from Swedbank, was carried out.</p><p>What I have found with this study is that up till now the segmentation by banks has not been very fine tuned using rather simple variables and methods. But seen that as the bank market is starting to adopt more of a relationship marketing perspective the banks’ view of segmentation might also be starting to change and develop. As this study of Swedbank’s work with establishing whether franchise systems can be a new segment for them show that banks seem to be moving from their simple break-down approach with size and industry variables towards more of a build-up approach seeing their customers as different and unique building up the segments. Still though, segmentation is not very natural and prioritised as it is for many other companies.</p><p>Other conclusions that can be drawn from this study are that if banks are to create a segment with franchise systems and trying to attract them with various marketing packages they have to be aware that relationships seem to be very important for customers and something that might make them not changing bank even if being offered good solutions. Although not having much contact with their banks customers can be satisfied since relationships can be in either a passive or active relational mode. Consequently if wanting to be able to get good penetration with a package of bank products and services I believe it is important that the banks are offering these packages to the franchise systems already early in the franchisees’ start-up phase, either when new franchisees are added to the existing franchise system or when the whole franchise system is completely new otherwise it will be more difficult to attract franchisees with such a package offering.</p><p>Another conclusion that can be made is that banks seem to have problems with spreading good solutions throughout the whole bank. By looking over their market segmentation banks might become better at this, as well as becoming more knowledgeable about the different segments.</p><p>Lastly, the market potential for franchise segments for banks seems to be rather good since even though franchisees do not see themselves as different from other small companies having different needs some prerequisites makes them different and interesting.</p>

No description available.

Ett företagsekonomiskt begrepp som har växt fram under de senaste åren är franchising, inom franchising finns två parter franchisegivare och franchisegivare. Franchisekonceptet innebär att flera företag bedriver verksamhet under samma varumärke. De finns ett ömsesidigt beroende mellan dessa parter, franchisegivare är beroende av franchisetagares framgång för att själv bli framgångsrik, och franchisetagare är beroende av franchisegivare kunskap och vägledning i hur konceptet bäst ska drivas. I fallet franchising är därför varumärkesuppfattningen mellan de olika parterna en avgörande del för att skapa och förmedla en enhetlig bild av varumärket. Om en franchisegivare genom marknadsföring förmedlar en bild av varumärket medan franchisegivaren i sin verksamhet en annan bild kan varumärket försvagas och förlora sin trovärdighet. Tidigare studier inom området har främst fokuserat på kommunikation mellan franchisegivare och franchisetagare och hur denna har styrts. Vi önskar därför med denna studie studera förhållandet franchisetagare och franchisegivare utifrån de oreglerade faktorer som ligger till grund för varumärkesuppfattningen dem emellan. För att studera detta har vi valt att använda oss av en fallstudie på Burger King. Melins modell, den strategiska varumärkesplattformen, utgör den teoretiska grundstommen i vår uppsats och utifrån den har vi utformat en specifik arbetsmodell. Vår arbetsmodell är uppbyggd kring elementen produktattribut, märkesidentitet, kärnvärde, positionering och marknadskommunikation. Utifrån dessa element har vi studerat och försökt identifiera huruvida det finns en enhetlig varumärkesuppfattning hos franchisegivaren, den strategiska delen av varumärket, och franchisetagaren, den operativa delen av varumärket. Den övergripande målsättningen för Burger King Corporation är att deras franchisetagares uppfattningar om varumärket Burger King i så hög utsträckning som möjligt ska överensstämma med hur Burger King Corporation själva uppfattar sitt varumärke och vad de vill att det ska stå för. Vi har genom vår studie funnit att det till stor del råder enighet mellan franchisetagarna och franchisegivarna och där Burger King huvudsakligen har lyckats förmedla den önskade bilden av varumärket.

No description available.

The finance industry has been rather slow adopting a customer oriented approach and instead had more of a transaction oriented approach having largely undifferentiated markets. During the last two decades the world’s finance industry has been undergoing a process of transformation set off by the deregulations, internationalisation and technological change. The effects from these changes have made the companies providing financial services, such as banks, face new challenges regarding their role in the economy. Swedbank, one of the largest banks in Sweden, is now looking at how to segment their market in the best possible way in an attempt to find segments that they can serve better and in that way become more competitive. One potential new segment they have found is the increasingly more common franchise systems. This has lead to the following problem statement and purpose for this thesis: How do banks work with market segmentation? The main purpose with this study has been to develop a deeper understanding of how banks work with market segmentation by studying the example of the potential segment of franchisees and their franchisors. The subordinate purposes include learning what franchisees think about their situation and relation with banks, clarifying the market potential of franchise segment for banks, and to give suggestions of aspects that might be valuable to consider for banks when examining the potential for a new segment of franchisees and their franchisors. My aim was to create a better understanding of the phenomenon studied by interpretations and therefore chose a qualitative data collection and analysis method to be able to answer the problem statement and purposes for this study. Nine in-depth interviews, eight interviews with different franchisees and one interview with a respondent from Swedbank, was carried out. What I have found with this study is that up till now the segmentation by banks has not been very fine tuned using rather simple variables and methods. But seen that as the bank market is starting to adopt more of a relationship marketing perspective the banks’ view of segmentation might also be starting to change and develop. As this study of Swedbank’s work with establishing whether franchise systems can be a new segment for them show that banks seem to be moving from their simple break-down approach with size and industry variables towards more of a build-up approach seeing their customers as different and unique building up the segments. Still though, segmentation is not very natural and prioritised as it is for many other companies. Other conclusions that can be drawn from this study are that if banks are to create a segment with franchise systems and trying to attract them with various marketing packages they have to be aware that relationships seem to be very important for customers and something that might make them not changing bank even if being offered good solutions. Although not having much contact with their banks customers can be satisfied since relationships can be in either a passive or active relational mode. Consequently if wanting to be able to get good penetration with a package of bank products and services I believe it is important that the banks are offering these packages to the franchise systems already early in the franchisees’ start-up phase, either when new franchisees are added to the existing franchise system or when the whole franchise system is completely new otherwise it will be more difficult to attract franchisees with such a package offering. Another conclusion that can be made is that banks seem to have problems with spreading good solutions throughout the whole bank. By looking over their market segmentation banks might become better at this, as well as becoming more knowledgeable about the different segments. Lastly, the market potential for franchise segments for banks seems to be rather good since even though franchisees do not see themselves as different from other small companies having different needs some prerequisites makes them different and interesting.

Zugl.: Potsdam, Univ., Diss., 2008

Thesis (Ph.D) -- Bond University, 2007. / Bibliography: pages 493-517. Also available via the world Wide Web.

Thesis (doctoral)--Universiẗat, Münster (Westfalen), 2003.

O presente estudo identifica os principais conflitos e encaminhamentos possíveis entre franqueado e franqueador, dentro de um sistema de franchising. Para tanto, foi utilizado um Estudo de Caso na rede de escolas de idiomas Yázigi Internexus. Em 2003, vários movimentos foram realizados dentro da rede a fim de solucionar conflitos latentes. Para tanto, este trabalho apresenta, em primeiro lugar, um referencial teórico sobre franchising, mapeando as principais definições, os motivos para a participação no sistema, o sistema de remuneração e, por último, os principais tipos de conflito em canais de franquia e de poder no canal. Em seguida, foi desenvolvido um estudo exploratório, que compreendeu 10 entrevistas em maior profundidade, sendo oito delas com franqueados e outras duas com o franqueador, com o objetivo de conhecer estes conflitos e quais os encaminhamentos que foram propostos. Algumas das soluções apresentadas ao longo do ano de 2003 estiveram muito próximas das recomendações do referencial teórico, como por exemplo o uso de uma arbitragem para a condução do processo de negociação. Por fim, foram apresentadas algumas das limitações e recomendações para estudos futuros.