南亚特许经营：过去、现在和未来的发展

IF 0.7

Journal of Marketing Channels Pub Date : 2020-10-01 DOI:10.1080/1046669x.2020.1844840

D. Hussain, Marko Grünhagen, Swati Panda, Muhammad I. Hossain

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引用次数: 2

摘要

摘要本研究首次全面概述了南亚特许经营行业的现状。概述了孟加拉国、不丹、印度、马尔代夫、尼泊尔、巴基斯坦和斯里兰卡这七个南亚国家特许经营的发展情况。对每个国家的特许经营行业及其在该地区相对较短的历史进行了系统的概述，综合了经济和特许经营基础设施的发展。该研究表明，南亚在可靠的法律制度、具体的特许经营立法和披露要求、特许经营官方数据的可用性以及特许经营教育方面存在明显缺陷。对政策制定者和特许经营学者的启示总结了这一分析。

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Franchising in South Asia: Past, present, and future developments

Abstract This study represents a first comprehensive overview of the state-of-the-art of the franchise industry in South Asia. The development of franchising in the seven South Asian countries of Bangladesh, Bhutan, India, the Maldives, Nepal, Pakistan, and Sri Lanka is outlined. A systematic overview of the franchise industry and its relatively short history in the region is created for each country, synthesizing economic and franchise infrastructure development. The study shows clear deficiencies across South Asia with regards to reliable legal regimes, specific franchise legislation and disclosure requirements, the availability of official data on franchising, and franchise education. Implications for policy makers and franchise academics conclude the analysis.

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来源期刊

Journal of Marketing Channels BUSINESS-

自引率

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发文量

期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.