'If you are contemplating franchising, you must not miss this book - easy to understand, it highlights many of the 'trials and tribulations' inherent to the franchise model. A much needed addition to the far too small list of well-written franchise guides!' - Dr. Marko Grunhagen, Lumpkin Distinguished Professor of Entrepreneurship, Eastern Illinois University, USA 'A very useful book for anyone interested in the practice of franchising. The combination of both a franchisor's and a franchisee's perspective provides the reader with a balanced view of both franchise partners' considerations, and this is what it takes to be a successful franchisor or franchisee!' - Dr. Evelien Croonen, University of Groningen, Netherlands 'An Introduction to Franchising is an easy-to-read guide for anyone exploring the franchising sector for the first time. Aspiring franchisors and prospective franchisees will find everything they need to know about franchising in this comprehensive overview of the franchising sector. If you are contemplating entering franchising you should make reading this book your first priority.' - Professor Lorelle Frazer, Dean (Learning and Teaching), Griffith University, Australia 'The book provides comprehensive coverage of the key questions asked by those seeking to enter a franchise agreement while the writing style, diagrams and case studies help the reader to grasp the essentials quickly and easily. It will be most valued by practitioners but students interested in entrepreneurship and marketing will also find it useful.' - Dr. John Connell, Senior Lecturer, Glasgow Caledonian University, UK 'An Introduction to Franchising is an applied and user-friendly guide to franchising. It provides a balanced assessment of important issues related to the management of franchise systems by taking the perspective of the franchisee as well as the franchisor. Features such as short case studies and the 'What do you think?'-section make it particularly suitable for students studying franchising and entrepreneurship and as those considering becoming franchisees.' - Dr Heiner Evanschitzky, Professor of Marketing, Aston University, UK 'This book is written in an 'easy to read' style offers a comprehensive understanding of franchising concept. The book also uses interesting case studies guiding you through the challenges that are faced by today's entrepreneurs. In addition, it provides thought provoking self-reflection questions that enable you to explore the entrepreneurial spirit helping you to turn your business ideas into a reality!' - Professor Levent Altinay, Professor of Strategy and Business Development, Oxford Brookes University, UK
