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How Franchisors Can Short Circuit Independent Franchisee Associations

Benjamin Lawrence
Prof. Benjamin Lawrence

Benjamin Lawrence, assistant professor of food and beverage management at Cornell University's School of Hotel Administration speaks about how franchisors can short circuit independent franchisee associations from fully developing.

Lawrence shares an example on how one of the smartest things that the CEO of the Curves fitness center chain Gary Heavin did in preventing franchisees from being fully independent was to provide seed money for the now defunct independent franchisee association.

Lawrence specializes in food and beverage and channels of distribution in the context of franchising. He and Boston University's Patrick Kaufmann worked with many independent franchisee associations in researching how association leaders must walk a thin line between failure and success. They recorded their findings in the Journal of Retailing, Identity in Franchise Systems: The Role of Franchisee Associations.

This is the audio part of a two part series, Growing an independent association and Franchisees trust co-ops and democracy more.

Click on the arrow below to hear the interview audio stream or download the full 5 minute Podcast (*.mp3 format). Safari and Apple products cannot see the arrow and will have to download the Podcast file.

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