An expert from Birmingham City Business School has co-authored a new book on the opportunities offered by franchising.
‘Franchising – How Both Sides Can Win’, written by Professor Chris Edger and ex-Domino’s Pizza Executive Director Andrew Emmerson, examines what it takes for both franchisors and franchisees to succeed in this rapidly-growing international market.
Franchising involves a firm licensing its business model and trademark to an independent operator, as opposed to building their own chain of outlets. The system is particularly popular in such fields as fast food and convenience stores.
The book is packed with real-life case studies from companies including Domino’s, Costa, TGIs, McDonald’s, Haagen Dazs, Spar, Budgens and Citroen.
Chris Edger has extensive industry experience, with over 20 years of experience in the leisure and retail sectors. He joined Birmingham City Business School as Professor of Multi-Unit Leadership in July 2010.
He said: “This is the essential contemporary guide for newbie franchisees, aspirant franchisors and franchise operators who want to drive growth!”
This is Professor Edger’s fourth book in a six book series on multi-site service businesses. The fifth book ‘Area Management – Strategic and Local Models for Growth’ is out in March 2016, to be followed by ‘Building Service Brands – Be Different. Stay Different. Or Perish!’ which is being written in conjunction with Tony Hughes, a board member at the UK’s largest multi-brand casual dining company, The Restaurant Group.