Support mechanisms in international retail franchise networks

Abstract

Purpose

International retail companies, and fashion retailers in particular, are increasingly moving into international markets through the franchise mode of operation. Supporting franchisees is a fundamental aspect of the international retail franchise process and is crucial to its success, yet it remains significantly under‐researched. The current work aims to address this research gap.

Design/methodology/approach

A qualitative case study analysis of UK‐based fashion retailers' international franchise support mechanisms is provided.

Findings

The paper determines that international retail franchise support mechanisms can be classified on two levels, that is, strategic franchise management support and operational franchise support. The franchise manual, development plans and the monitoring of financial data are identified as the main strategic level support mechanisms, with operational support mechanisms identified as support for initial store opening, visits, merchandise range reviews, marketing and advertising and training. Two factors that facilitate the implementation of support, that is, the size of the international Franchise Division and international franchising experience, are also identified in the conceptual framework offered.

Practical implications

The paper offers very practical guidance to managers of those retail firms considering franchising as an international entry method and those already operating in the international environment. Franchisees can also glean insights on the support they should expect from franchisors.

Originality/value

While support is fundamental to the success of an international retail franchise venture, academic research on the topic is minimal. This paper therefore makes an original contribution to the developing literature on international retail franchising but also takes a very practical perspective on a pivotal element of the international retail franchise process.

Citation

Doherty, A.M. (2007), "Support mechanisms in international retail franchise networks", International Journal of Retail & Distribution Management, Vol. 35 No. 10, pp. 781-802. https://doi.org/10.1108/09590550710820676