Franchising research in marketing: suggestions for future research

Sudha Mani, Kenneth H. Wathne, Kersi D. Antia

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Researchpeer-review


In their thoughtful review of franchising research conducted over the prior decade, Dant, Grünhagen, and Windsperger (2011) sounded the alarm regarding the marketing discipline’s ceding of the franchising phenomenon to scholars in management and economics. We use their seminal work as a point of departure, reviewing the trends emerging from an examination of empirical research on franchising published in marketing journals over the ten-year period spanning 2005 to 2014. We note with some satisfaction an increasing interest in issues unique to franchising, including ownership structure, franchisee/franchisor selection, governance, and the performance of both franchisors and their franchisees. Our review also describes recent methodological advances, and assesses the extent to which franchising research in marketing has been influential (as reflected in citations) to other areas of study. For scholars with an interest in franchising, the chapter provides information on emerging data sources and suggests possible directions for future research.
Original languageEnglish
Title of host publicationHandbook of Research on Distribution Channels
EditorsCharles A. Ingene, James R. Brown, Rajiv P. Dant
Place of PublicationCheltenham UK
PublisherEdward Elgar Publishing
Number of pages16
ISBN (Electronic)9780857938602
ISBN (Print)9780857938596
Publication statusPublished - Feb 2019

Publication series

NameResearch Handbooks in Business and Management
PublisherEdward Elgar Publishing

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