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Effecting Change in Franchise Networks

Frequently, the mature franchisor's attempt to overhaul its system encounters resistance from franchisees. This article explores the problems.

36 minute read August 29, 2011 at 11:50 AM
By
David J. Kaufmann
Effecting Change in Franchise Networks

A constant source of tension between mature franchisors and their franchisees is the periodic need to modify the network's concept and system to keep up with (or ahead of) the competition; to incorporate new technologies; to respond to changed consumer demographics, ethnicities, preferences and trends; to introduce new products or services and delete from the system older products and services; to modify existing trademarks/service marks, or abandon them altogether in favor of new trademarks/service marks; to modify the exterior and interior design of the network's units and the equipment utilized on the premises; to establish new advertising platforms and campaigns; to require integration of new technologies; and, otherwise to keep the mature franchise network's image, products and/or services fresh, competitive and responsive.

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