A Futuristic Research Agenda for the Field of Franchising
这篇短文总结了北美特许经营领域的巨大变化，呼吁研究者超越北美背景、探索新现象，并从新视角审视现有研究主题，为特许经营研究提供了未来方向。
This brief paper summarizes the sweeping changes taking place within the North American franchising reality and extols franchising researchers to venture forth into novel arenas of investigation. In the process, it also offers commentary on two articles appearing in this issue of the Journal of Small Business Management. In general, this polemic invites researchers (1) to look beyond the North American contexts for data and original theoretical development; (2) to investigate new phenomena associated with franchising; and (3) to examine extant ontology of franchising research topics from novel perspectives. Illustrative frameworks for executing this research agenda are presented throughout.