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I liked Peter Birkeland’s book Franchising Dreams: The Lure of Entrepreneurship in America so much that since reading it years ago, I have recommended it to corporate franchise officers, master franchisees, franchise owners, franchise developers and of course, those thinking about owning a franchise. It’s just plain good reading because it tells franchising through the viewpoints of its various players and through their stories. I consider it one of the top books on franchising.
Through interviews, one gets an overview of the different types of franchise systems, franchise basics and what many franchisers consider an “ideal” franchise owner. Having spent countless hours researching, interviewing, mingling, and working with owners, chain executives and support staff, Birkeland tells the story of franchising by letting its players tell their story. In so doing, the reader learns about the technical aspects of franchising risks, the pitfalls and the challenges.
Birkeland is the CEO of his own business consultancy. A professor and lecturer at the University of Chicago and Minnesota, he has been featured in print and radio.