Franchise

Author: Ouyang Wencai, Sun Haiyu
Publisher:
Publish Date: 2006-10-01
Features: This is a monograph on the theory of franchising. The authors take the global marketing reform and China's marketing innovation as the macro background, organically combining Marxist economic theory and Western economic theory. They connect with the current development of franchising in China, focusing on elaborating the basic principles, economic substance, and main characteristics of franchising, as well as providing a detailed discussion on the current state of franchising development worldwide and in China. Additionally, they explain the management philosophy of franchising using the basic principles of project management. Theoretical researchers and practitioners in franchising should seriously read this authoritative monograph.