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Franchising Research Frontiers for the Twenty-First Century

Author

Listed:
  • Dant, Rajiv P.
  • Grünhagen, Marko
  • Windsperger, Josef

Abstract

About four decades ago, during the formative years of the franchising industry, visionary authors like Oxenfeldt and Kelly (1968) and Ozanne and Hunt (1971) proposed a rich slate of research agenda which still continues to guide some of the contemporary scholarship in the franchising domain. This article (1) explicates some of the unique features of the franchising context that presumably inspired these pioneering authors, (2) discusses four established elements of ontology unique to franchising and isolates the remaining research gaps therein, (3) specifies a new slate of more contemporary research agenda for future scholarship, and (4) concludes with a brief discussion of the ten articles featured in this Special Issue of the Journal of Retailing dedicated to the theme of Franchising and Retailing.

Suggested Citation

  • Dant, Rajiv P. & Grünhagen, Marko & Windsperger, Josef, 2011. "Franchising Research Frontiers for the Twenty-First Century," Journal of Retailing, Elsevier, vol. 87(3), pages 253-268.
    • Handle: RePEc:eee:jouret:v:87:y:2011:i:3:p:253-268
    DOI: 10.1016/j.jretai.2011.08.002
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    References listed on IDEAS

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