Using marketing research to enhance franchisee/franchisor relationships.: An article from: Journal of Small Business Management

This digital document is an article from Journal of Small Business Management, published by International Council of Small Business on April 1, 1993. The length of the article is 2372 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Franchisors usually tailor their marketing goals to both franchisees and end customers. When conducting marketing research, both target markets should be considered as this tool can be used to ensure a better relationship between franchisor and franchisee. Such a working relationship may be realized when the franchisor uses the marketing information to choose a franchisee and share its customer survey results with its franchisees.

Citation Details
Title: Using marketing research to enhance franchisee/franchisor relationships.
Author: Robert T. Justis
Publication:Journal of Small Business Management (Refereed)
Date: April 1, 1993
Publisher: International Council of Small Business
Volume: v31 Issue: n2 Page: p121(7)

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