Effects of US‐based franchising in the developing world: a middle‐eastern consumer perspective |
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| Authors: | Marko Grünhagen Carl L Witte Susie Pryor |
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| Institution: | 1. School of Business, Eastern Illinois University, 4012 Lumpkin Hall, Charleston, IL 61920, USA;2. Department of Marketing, Heller College of Business, Roosevelt University, 430 South Michigan Avenue, Chicago, IL. 60605, USA;3. School of Business, Washburn University, 1700 SW College Avenue, Topeka, KS 66621, USA |
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| Abstract: | - This paper investigates the impact of US‐based franchising in the Middle Eastern context of Egypt. In a review of the franchise literature, micro‐ and macro‐level effects are identified and categorized across social, economic, cultural, political, and marketplace dimensions. A qualitative analysis using focus groups of Middle Eastern consumers was conducted. Clear evidence of “consumer agency” as a transformative force in the globalization process is revealed. In addition to confirming consumer agency findings from previous research, this study also indicates a sequential progression of product adoption over time along Eckhardt and Mahi's (2004) consumer agency categories. Managerial and theoretical implications are discussed.
Copyright © 2009 John Wiley & Sons, Ltd. |
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