Microfranchising in Base–of–the–Pyramid Markets: Institutional Challenges and Adaptations to the Franchise Model
研究了微型特许经营在金字塔底层市场面临的制度挑战，如代理问题、资源稀缺和品牌标准化难题，并提出了适应性调整策略，对关注贫困地区商业模式的学者和实践者有参考价值。
Microfranchising has attracted interest as a potential strategy for rapid scaling within base–of–the–pyramid (BOP) markets. However, our findings suggest that while microfranchising might provide a number of social benefits to microfranchisees and underserved communities, the institutional contexts that characterize BOP markets create a number of significant challenges to the economic sustainability of the microfranchisor and the overall microfranchising model. Simultaneously, our data also suggest several unique adaptations to the microfranchising model that might help mitigate the institutional challenges associated with agency concerns, resource scarcity, and branding/standardization within BOP markets.