Year: 2009
Type: article
Abstract: Microfranchising, an emerging business model in the developing world, is effectively enhancing bottom of the pyramid markets (BOP) or markets serving the poorest of the poor in developing countries. This Article seeks to explain how and why microfranchising has emerged as a business model in the developing world. Approaching microfranchising from the perspective of the franchisor, this Article proposes a model to determine when microfranchising might present a viable option for firms seeking to operate in BOP markets.1
Authors: Robert J. Jensen, Chris J Sutter
Institution: Brigham Young University
Language: English
Subfield: Business and International Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W809355191