Peter M. Birkeland

in Franchising Dreams

Published by University of Chicago Press

Published in print May 2002 | ISBN: 9780226051901
Published online February 2013 | e-ISBN: 9780226051925 | DOI:

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This chapter presents an account of the experiences working with franchisees in three franchise systems. Franchise systems are aimed to repress the creativity and uniqueness of regional businesses so that small towns as well as urban areas are much the same. The diversity among franchisees in background, aspirations, expectations, and values does not cause the problem of control but can contribute to it through the equally pressing problem of organizational alignment. The fundamental features and dispersion offer the motive and opportunity, respectively, for franchisees to operate their unit outside of the trademark. Franchisors employ every tool in their power to bring franchisees in line. But despite an exhaustive agreement in their favor, it is not enough precisely because profiles of franchisees are not absolutes, interests of franchisors and franchisees are not as tightly aligned as they could be, and the direct supervision of franchisees is not obtainable.

Keywords: franchisees; franchise systems; control; organizational alignment; trademark; franchisors

Chapter.  2111 words. 

Subjects: Organizations

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