Multibrand, multisystem and multirole franchising: A qualitative exploration and framework development in Brazil. (4th March 2022)

• Record Type: Journal Article
• Authors: Grünhagen, Marko; González-Díaz, Manuel; Hussain, Dildar; Monteiro da Silva Filho, Haroldo
• Is Part Of: Journal of small business management. Volume 60:Number 2(2022)
• Page Start: 253
• Page End: 288
• Publication Date: 2022-03-04
• Subjects: Marketing -- franchising -- qualitative; Small business -- Management -- Periodicals; 658.022
• DOI: 10.1080/00472778.2020.1800353
• Languages: English
• ISSNs: 0047-2778

Abstract

ABSTRACT: We investigate franchisees' rationales for ownership constellations beyond single brands or systems. Through exploratory interviews with Brazilian franchisees, reasoning and process of how franchisees develop their multibrand, multisystem and multirole portfolio is elucidated. Franchisees in Brazil with ownership stakes in more than one brand/system aim to keep units within their monitoring range, while diversifying to mitigate risk of their portfolios. Brazilian franchisees have created an active marketplace in which franchises are traded akin to commodities and franchises serve as schools or entrepreneurial "internships" for franchisees who seek new skills. A new framework of laddered diversification options in franchising is developed.