IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03697239.html
   My bibliography  Save this paper

Multibrand, multisystem and multirole franchising: A qualitative exploration and framework development in Brazil

Author

Listed:
  • Marko Grünhagen

    (Eastern Illinois University)

  • Manuel González-Díaz

    (University of Oviedo)

  • Dildar Hussain

    (ESC [Rennes] - ESC Rennes School of Business)

  • Haroldo Monteiro da Silva Filho

    (ESC [Rennes] - ESC Rennes School of Business)

Abstract

We investigate franchisees' rationales for ownership constellations beyond single brands or systems. Through exploratory interviews with Brazilian franchisees, reasoning and process of how franchisees develop their multibrand, multisystem and multirole portfolio is elucidated. Franchisees in Brazil with ownership stakes in more than one brand/system aim to keep units within their monitoring range, while diversifying to mitigate risk of their portfolios. Brazilian franchisees have created an active marketplace in which franchises are traded akin to commodities and franchises serve as schools or entrepreneurial "internships" for franchisees who seek new skills. A new framework of laddered diversification options in franchising is developed.

Suggested Citation

  • Marko Grünhagen & Manuel González-Díaz & Dildar Hussain & Haroldo Monteiro da Silva Filho, 2022. "Multibrand, multisystem and multirole franchising: A qualitative exploration and framework development in Brazil," Post-Print hal-03697239, HAL.
  • Handle: RePEc:hal:journl:hal-03697239
    DOI: 10.1080/00472778.2020.1800353
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03697239. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.