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International Franchising In The Fashion Industry - The Franchisee And Franchise Store Managers Perspective

Author

Listed:
  • Vito Bobek

    (University of Applied Sciences FH Joanneum, Graz, Austria)

  • Johanna Eline Maier-Kros

    (XAL GmbH, Graz, Austria)

  • Anita Macek

    (University of Applied Sciences FH Joanneum, Graz, Austria)

  • Tatjana Horvat

    (University of Primorska, Koper, Slovenia)

Abstract

Operating a fashion franchise network in emerging markets comes along with great geographical distances. Besides, operating a franchise network includes the management of different approaches as the franchisor; franchisee and franchise store managers take major positions in the operational executions, but all at different levels. A franchisor sets the strategic planning, whilst the franchisee maintains a tactical approach and the franchise store managers perform solely at operational level whilst at this place the strategic, tactical and operational planning must come together. In order to ensure the accomplishment and maintenance of an ultimate brand image and experience, the franchisor establishes brand standards. This article investigates how international fashion companies can implement and assure brand standards and qualities among their franchise networks in emerging markets. Qualitative research conducted by the authors has given an insight into the general motives for fashion companies franchising their businesses in emerging markets and the implementation of brand standards, assuring quality and control, and challenges in operating franchise stores.

Suggested Citation

  • Vito Bobek & Johanna Eline Maier-Kros & Anita Macek & Tatjana Horvat, 2019. "International Franchising In The Fashion Industry - The Franchisee And Franchise Store Managers Perspective," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 28(1), pages 359-379, june.
    • Handle: RePEc:avo:emipdu:v:28:y:2019:i:1:p:359-379
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    References listed on IDEAS

    as
    1. Gillis, William E. & Combs, James G., 2009. "Franchisor strategy and firm performance: Making the most of strategic resource investments," Business Horizons, Elsevier, vol. 52(6), pages 553-561, November.
    2. Rosado-Serrano, Alexander & Paul, Justin & Dikova, Desislava, 2018. "International franchising: A literature review and research agenda," Journal of Business Research, Elsevier, vol. 85(C), pages 238-257.
    3. Hoffman, Richard C. & Munemo, Jonathan & Watson, Sharon, 2016. "International Franchise Expansion: The Role of Institutions and Transaction Costs," Journal of International Management, Elsevier, vol. 22(2), pages 101-114.
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    More about this item

    Keywords

    franchising; fashion industry; emerging markets; brand standards;
    All these keywords.

    JEL classification:

    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • M55 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Labor Contracting Devices

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