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Whither franchising? The case of Avis Europe PLC

✍ Scribed by Lowell R. Jacobsen

Publisher
John Wiley and Sons
Year
2004
Tongue
English
Weight
128 KB
Volume
25
Category
Article
ISSN
0143-6570

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✦ Synopsis

Abstract

This case study of Avis Europe PLC examines the diminished role of franchising in the vehicle leasing firm's achievement of market dominance in Europe. Market maturity, industry consolidation, adoption of centralised, efficiency‐oriented technologies, and strategic alliances are the principal factors in accounting for the decline in the reliance on franchisees for local entrepreneurship and market expansion. Though many theories of franchising find at least some support in this study, the life cycle or ownership redirection explanation proves particularly compelling. Copyright Β© 2004 John Wiley & Sons, Ltd.

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