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Franchising DreamsThe Lure of Entrepreneurship in America$
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Peter M. Birkeland

Print publication date: 2002

Print ISBN-13: 9780226051901

Published to Chicago Scholarship Online: February 2013

DOI: 10.7208/chicago/9780226051925.001.0001

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(p.1) Chapter 1Introduction
Franchising Dreams

Peter M. Birkeland

University of Chicago Press

Franchising has become one of the dominant methods for distributing goods and services in the Western economy. It is an effective solution to the organizational problem of control since there are economic incentives in place to bind franchisee and franchisor to the trademark. In line with this, this book's author participated in the frontline operations of franchisees in three companies, referred to by the pseudonyms of King Cleaners, Sign Masters, and Star Muffler. Then, preformed structured interviews and network analysis with franchisees and with the CEO and other senior executives of each company. It is noted that franchise companies have the problems of having to sell franchise units and provide services to franchisees. Furthermore, this book present a sociological understanding of franchising both to those familiar with the strategy as franchisees or franchisors as well as to those who are familiar with it only as consumers.

Keywords:   franchising, economy, franchisee, franchisor, King Cleaners, Sign Masters, Star Muffler

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