MACMILLAN The Role of Franchising on Industry Evolution: Assessing the Emergence of Franchising and its Impact on Structural Change

Product Description The role of franchising on industry evolution is explored in this book both in terms of the emergence of franchising and its impact on industry structure. Examining literature and statistical information the first section provides an overview of franchising. The Role of Franchising on Industry Evolution then focuses on two core elements; the emergence or franchising and the contextual drivers prompting its adoption, and the impact of franchising on industry-level structural changes. Through two industry case studies, the author demonstrates how franchising has the ability to fundamentally transform an industry’s structure from one of fragmentation to one of consolidation. From the Back Cover The role of franchising on industry evolution is explored in this book both in terms of the emergence of franchising and its impact on industry structure. Examining literature and statistical information the first section provides an overview of franchising. The Role of Franchising on Industry Revolution then focuses on two core elements; the emergence or franchising and the contextual drivers prompting its adoption, and the impact of franchising on industry-level structural changes. Through two industry case studies, the author demonstrates how franchising has the ability to fundamentally transform an industry’s structure from one of fragmentation to one of consolidation. About the Author Rosalind Beere is a Lecturer of Strategic Management and Entrepreneurship at the National College of Ireland in Dublin. She has a multidisciplinary background which includes Economics, Sociology, and Business, and has taught undergraduate and postgraduate courses on Strategic Management, Entrepreneurship and Business Management. In terms of research her main area of focus is on Strategic Management and Entrepreneurship, specifically on franchising and its impact on industry evolution. Rosalind has worked as an independent consultant on strategic planning with a focus on start-ups and SMEs.