Gillis, William E.; Combs, James G. - In: Business Horizons 52 (2009) 6, pp. 553-561
A key decision for entrepreneurs in many retail and service firms is whether, and how much, to use franchising. If the decision is made to franchise, the actor may assume one of two "identities" or tactics: (1) the "chain builder," who uses a blend of company and franchised outlets, and (2) the...