The franchising lifecycle Sample Clauses

The franchising lifecycle. In franchising, the franchisor is continuously evolving and interacting with the environment. Hence franchisor strategies and profiles play a significant part in determining the success or failure of franchises (Chutarat, 2005). Xxxxxxxxx and Xxxxx (1969) were pioneers in demonstrating the various profiles of franchise organizations by classifying franchise firms into four development stages: penetration, growth, maturity and late maturity and they called this the franchise lifecycle. Moreover, there are distinctive phases in the relationship between franchisor and franchisees and there are significant differences in the commitment-trust dimensions representing the franchise lifecycle (Schreuder et al., 2000). The franchisor and franchisee are subject to vital changes as they mature regarding their goals, capabilities and opportunities facing each one (Xxxxxxxxx and Xxxxx, 1969). Xxxx and Xxxxx (1988) explained that the degree of satisfaction experienced by the franchisee will not necessarily remain at such a high level over a prolonged period of time and in fact many often decrease within a relatively short time-span. Therefore, there may be variations in the relationship between the franchisee and the franchisor which described as franchisee lifecycle which unless appropriately managed can lead to serious problems for both parties (Xxxx and Xxxxx, 1988). This study will concentrate on the franchisee lifecycle and the impact of the psychological contract on it. The franchising lifecycle has been compared to a marriage or a relationship between a child and its parent as there are courtship stages, honeymoon stages and stages of solid commitment (Xxxx, 2001). Xxxxxx (2007) reports that franchise relationship phases go from real dependence on the franchisor to independence and finally to interdependence. Figure 2.2 illustrates these stages.
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Related to The franchising lifecycle

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