Over the years, particularly since the 1930s, large chain store retailers have posed a serious competitive threat to small storeowners. One of the responses to this threat has been the rapid growth of franchising. Franchising is not a new development. The major oil companies such as Mobil have long enfranchised its dealers, who only sell the products of the franchiser (the oil companies). Automobile manufacturers also enfranchise their dealers, who sell a stipulated make of car (e.g. Chevrolet) and operate their business to some extent as the manufacturer wishes.
You are here
Home » Core Concepts of Marketing » CHANNEL CONCEPTS: DISTRIBUTING THE PRODUCT » CHANNEL INSTITUTIONS: CAPABILITIES AND LIMITATIONS » Retailing » The Structure of Retailing
- Front Matter
- Body Matter
- Back Matter