Multibrand, multisystem and multirole franchising: A qualitative exploration and framework development in Brazil
通过对巴西特许经营者的访谈，揭示了他们发展多品牌、多系统和多角色投资组合的动机与过程，并构建了一个阶梯式多元化框架，对特许经营研究和实践有参考价值。
We investigate franchisees’ rationales for ownership constellations beyond single brands or systems. Through exploratory interviews with Brazilian franchisees, reasoning and process of how franchisees develop their multibrand, multisystem and multirole portfolio is elucidated. Franchisees in Brazil with ownership stakes in more than one brand/system aim to keep units within their monitoring range, while diversifying to mitigate risk of their portfolios. Brazilian franchisees have created an active marketplace in which franchises are traded akin to commodities and franchises serve as schools or entrepreneurial “internships” for franchisees who seek new skills. A new framework of laddered diversification options in franchising is developed.