RETAIL FRANCHISING

This book is an attempt to throw some light on the intricacies of franchising as a strategy adopted by franchisors to grow and also as a business model from the perspective of a potential entrepreneur who wants to enter the business arena through the franchise route. The book is divided into four parts: part i: provides and overview of franchising as a concept, its evolution and also as a strategy adopted by franchisers to expand geographically. Part ii: discusses the development of a franchise system from the perspective of a franchisor who wants to pursue growth through the franchising route. Part iii: takes a holistic view on managing a franchise system. It deals with the financial aspects of managing a franchise from a perspective of a franchisee. Part iv: six case studies largely from an indian context have been provided to enrich the learning experience.