Abstract
Purpose – International retail companies, and fashion retailers in particular, are increasingly moving into international markets through the franchise mode of operation. Supporting franchisees is a fundamental aspect of the international retail franchise process and is crucial to its success, yet it remains significantly under‐researched. The current work aims to address this research gap.Design/methodology/approach – A qualitative case study analysis of UK‐based fashion retailers' international franchise support mechanisms is provided.Findings – The paper determines that international retail franchise support mechanisms can be classified on two levels, that is, strategic franchise management support and operational franchise support. The franchise manual, development plans and the monitoring of financial data are identified as the main strategic level support mechanisms, with operational support mechanisms identified as support for initial store opening, visits, merchandise range reviews, marketing and ...
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