Lucia-Palacios, Laura; Bordonaba-Juste, Victoria; … - In: Journal of Services Marketing 28 (2014) 2, pp. 105-115
Purpose – The purpose of this paper is to demonstrate how signaling support services and contractual arrangements that create value for incumbent franchisees can help to create value for the whole network by attracting prospective franchisees. Design/methodology/approach – Using data from...