ELEMENTS OF A FRANCHISE - THE EXPERIENCES OF ESTABLISHED FIRMS

Only a small amount of research has been published which directly addresses the alternative operational methods which have been employed by British franchisors. Similarly, the experiences of well-established firms which have chosen to introduce franchising as a method of expansion have received little attention. In this study, representatives of 13 such firms were interviewed. Their responses have been used to illustrate how franchisors' decisions as regards franchisee selection, the establishment of outlets, the setting of fees, the length of franchise contract, and continuing support, differ according to circumstances.