Relationship development in international retail franchising: Case study evidence from the UK fashion sector

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dc.contributor.author Alexander, Nicholas
dc.contributor.author Doherty, Anne Marie
dc.date.accessioned 2008-11-10T12:12:35Z
dc.date.available 2008-11-10T12:12:35Z
dc.date.issued 2004
dc.identifier.citation Alexander , N & Doherty , A M 2004 , ' Relationship development in international retail franchising: Case study evidence from the UK fashion sector ' European Journal of Marketing , vol 38 , no. 9-10 , pp. 1215-1235 . en
dc.identifier.issn 0309-0566
dc.identifier.other PURE: 82991
dc.identifier.other dspace: 2160/993
dc.identifier.uri http://hdl.handle.net/2160/993
dc.description Doherty, A. M. and Alexander, N. (2004). Relationship development in international retail franchising: Case study evidence from the UK fashion sector. European Journal of Marketing. 38(9-10), pp.1215-1235 RAE2008 en
dc.description.abstract The relationship marketing paradigm has emerged as a major tool by which marketers may examine and conceptualise relationships with consumers, however its application to the business-to-business dimension of retailing has been largely neglected. The current work examines one particular aspect of business-to-business marketing: the franchisor-franchisee relationship in the context of international fashion retailing. This relationship is examined in the light of the relationship marketing literature, with particular reference to the relevance of the marriage analogy. Employing a case study approach, this paper considers international fashion retailers' response to the need to develop business-to-business relationships in international markets via the franchising mode of market entry. The paper concludes that the marriage analogy is useful in the context of franchise relationships if properly defined by core and intended relationship benefits. en
dc.format.extent 21 en
dc.language.iso eng
dc.relation.ispartof European Journal of Marketing en
dc.title Relationship development in international retail franchising: Case study evidence from the UK fashion sector en
dc.type Text en
dc.type.publicationtype Article (Journal) en
dc.identifier.doi http://dx.doi.org/10.1108/03090560410548942
dc.contributor.institution School of Management & Business en
dc.contributor.institution Centre for Research in Marketing en
dc.description.status Peer reviewed en


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