Castrogiovanni, Gary J.; Justis, Robert T. - In: Journal of Consumer Marketing 15 (1998) 2, pp. 170-190
Because franchising is a popular and important business alternative, we propose that concerted effort be taken by … the wheel”, researchers should first consider findings from outside the franchising arena to assess their generalizability … propositions to guide future study of franchise organizations are presented. Thus, both franchising and organization theory are …