Franchise Tutorial

Author: Hou Jijian
Publisher:
Publish Date: 2005-06-01
Features: By 2010, more than half of retail sales will be conducted through franchising. Franchising is always the only successful marketing concept—John Naisbitt, the renowned American prophet and author of the bestseller Megatrends, can certainly affirm this. It is undeniable that franchising is unparalleled in starting new small and medium-sized enterprises and developing existing businesses—Bill Herkasky, former president of the International Franchise Association (IFA). If used appropriately, franchising can be an unmatched way to expand a business—Robert Purvin, a famous American franchising lawyer and author of the bestseller How to Avoid Franchise Fraud.
This tutorial systematically introduces the theory of franchising, including its basic concepts, system architecture, and general principles. Through this course, readers can understand and master the essential attributes of franchising, familiarize themselves with the laws and regulations governing franchising, and gain a preliminary grasp of the general processes, steps, and methods for designing, promoting, and joining a franchising system. At the same time, this book can help readers develop systematic thinking methods, improve their ability to analyze and solve practical franchising problems.
This tutorial consists of three parts: Part 1: The Concept and Practice of Franchising; Part 2: The Design and Construction of a Franchising System; Part 3: The Promotion and Joining of a Franchising System. This tutorial is designed for students of management disciplines in domestic universities and colleges, and is also suitable as reference material and teaching materials for various franchising research, consulting, and training institutions. Additionally, it can serve as theoretical guidance for enterprises and individual investors engaged in franchising practices.