RETAIL FRANCHISING AS A GROWTH STRATEGY FOR THE 1990s Available to Purchase

The structure of the retail sector has altered dramatically during the last decade, as high fixed cost structures and static or minimal growth situations have intensified competition in virtually all consumer retail markets. Retailers have become aware of the need to identify with specific market segments, reduce competition and achieve competitive advantage. Franchising has developed as a viable alternative to“traditional” forms of retail organisation. This article examines the development of retail franchising in the UK and European markets and its market penetration, compared with the US, and the potential for franchising as an operational strategy to achieve profitable business growth.