Impact de la franchise sur le style de gestion: un focus sur STRATFORD-UPON-AVON (document en anglais)

PROPOSAL

FRANCHISING IMPACT ON MANAGEMENT STYLE: A FOCUS ON STRATFORD-UPON-AVON.

Franchising is a system adapted for sale of services, commodities and the technology’s application. It is based on a continuing and cooperation and close between financially autonomous companies and juridical independent namely the franchisor and his individual franchisees, explained by Verbieren et al (2008).

According to Pizam (2005:236) “the franchising is defined by the International Franchise Association (IFA) as a marketing method in which the owner of a product or service.

Known as the ‘franchisor’, offers the right to operate and manage his product and service to others, the ‘franchisees’, in return for a fee and ongoing royalty payments.”

Furthermore franchising serves to benefit from greater financial resource, effectively allowing the franchisees to operate a small business that has many attributes mainly associated with much larger corporate entities. This is what Gerhardt et al (2008) advances.

The development of the franchising life of a path model is supported by the franchising’s prevalence as a solution to incite problems, but also as a imply of accommodating growth strategies, that is argued Lashley and Morrison (2002).

AIM:

The aim of this research is to investigate the extent to which the management styles of franchising have an impact on the growth of the business.

OBJECTIVES:

To explore the concept and model of franchising.

To compare the performance and efficiency between franchising and independent.

To evaluate the benefits, profits introduced by franchising.

RESEARCH QUESTIONS:

What is a franchise management theory?

Why franchising?

How to turn your business into franchising management style?

What are advantages and drawbacks?

What is the result in hospitality industry sector?

OR what is the result in Stratford-upon-Avon?

LITERATURE REVIEW:

Stanford (2008-cited in Allan 2008: 36) has considered that the pitfalls and benefits in franchising as opposed to starting a new business. Indeed, as Conrad and Morrison (2008) demonstrated that a business format franchise is concerned the exchange of franchisor and franchisee with the transference of intellectual property rights like trademarks and the technical know-how. That is to say the franchisor offers the right to operate and manage his product and service (Pizam 2005). in essence, Gerhardt et al (2008) has exposed that the franchisee in return of the offer have to fulfill his part of the contract by paying some franchise fees, royalty rates and advertising fees.

According to the analyze of Platon (2007) the franchise’s number in the hospitality industry rose by 6% in 2006 and and provides a greater increase for the coming.

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