Handbook of Research on Distribution Channels
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Handbook of Research on Distribution Channels

Edited by Charles A. Ingene, James R. Brown and Rajiv P. Dant

Distribution channels are the most complex element of the marketing mix to fully grasp and to profitably manage. In this Handbook the authors present cutting-edge research on channel management and design from analytical, conceptual, and empirical perspectives. The breadth of this Handbook makes it appropriate for use in a doctoral course on distribution channels, or as a knowledge-broadening resource for faculty and researchers who wish to understand types of channels research that are outside the scope of their own approach to distribution.
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Chapter 20: Franchising research in marketing: suggestions for future research

Sudha Mani, Kenneth H. Wathne and Kersi D. Antia

Abstract

In their thoughtful review of franchising research conducted over the prior decade, Dant, Grünhagen, and Windsperger in 2011 sounded the alarm regarding the marketing discipline’s ceding of the franchising phenomenon to scholars in management and economics. The authors use their seminal work as a point of departure, reviewing the trends emerging from an examination of empirical research on franchising published in marketing journals over the ten-year period spanning 2005 to 2014. They note with some satisfaction an increasing interest in issues unique to franchising, including ownership structure, franchisee/franchisor selection, governance, and the performance of both franchisors and their franchisees. The review also describes recent methodological advances, and assesses the extent to which franchising research in marketing has been influential (as reflected in citations) to other areas of study. For scholars with an interest in franchising, the chapter provides information on emerging data sources and suggests possible directions for future research.

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