Title

Australian franchising research: review, synthesis and future research directions

Document Type

Article

Publication details

Wright, O & McAuley, A 2012, 'Australian franchising research: review, synthesis and future research directions', Australasian Marketing Journal,vol. 20, no. 2, pp. 158-163.

Published version available from:

http://doi.org/10.1016/j.ausmj.2011.10.002

Peer Reviewed

Peer-Reviewed

Abstract

This article represents a brief history of the development of franchising in Australia and its regulatory framework and links this to an analysis of relevant research. Findings indicate a disparate ad hoc approach to research including scoping studies at the embryonic stage of franchise development; significant evidence of census style research culminating in a trajectory of disparate studies utilising more sophisticated research methods. For franchising research to advance there appears to be a need to interface with other research domains in SME and entrepreneurship research, extend the range of issues which are the subject of franchising research: begin longitudinal studies in order to better understand change over time; promote studies which have a sectoral focus in order to improve knowledge and understanding at that level of analysis; and. increase the representation of cross-border/cultural research in the volume of work being undertaken.