Using a series of case studies from five industries, Dicke analyzes franchising, a marketing system that combines large and small firms into a single administrative unit, strengthening both in the process. He studies the franchise industry from the 1840s to the 1980s, closely examining the rights and obligations of both the parent company and the franchise owner.
Originally published in 1992.
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Using a series of case studies from five industries, Dicke analyzes franchising, a marketing system that combines large and small firms into a single ...
