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From Ice Cream to the Internet

Using Franchising to Drive the Growth and Profits of Your Company

From Ice Cream to the Internet by Scott A. Shane
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In this book, Dr. Scott A. Shane systematically helps businesses assess the pros and cons of the decision to franchise.  This book focuses squarely on the issues and challenges faced by franchisors. Shane answers key questions such as: What do successful franchisors do differently from unsuccessful franchisors? Why do some companies in an industry choose to franchise while their competitors don't? How does the decision to franchise affect your ability to compete with firms that don't? For businesses that choose to move forward, Shane presents proven principles for every aspect of building a successful franchising system, including: recruiting, selecting, managing and supporting franchisees; establishing territories and pricing; managing expansion; and navigating the unique legal and institutional challenges of franchising.
Pearson Education; January 2005
256 pages; ISBN 9780131952072
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Title: From Ice Cream to the Internet
Author: Scott A. Shane
 
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