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Special issue on Service innovation and value creation in the franchising profit chain

Special issue call for papers from Journal of Services Marketing

Guest Editors:

Debra Grace, Griffith University, Australia, and

Scott Weaven, Griffith University, Australia

Franchise arrangements represent one of the fastest-growing retailing models in the world, contributing in excess of $2.1 trillion to the US economy and representing around 10 percent of the US private sector. The similarly mature UK market is worth around »11.4 billion, with a total of 838 systems, providing employment for 467,000 people. Furthermore, in Australia, the economic contribution of the sector is approximately A$128 billion, representing an estimated 58.2 percent of total GDP.

The franchising business format exemplifies a unique service environment, the success of which is determined by the effective integration of B2B (franchisor to franchisee) and B2C (franchisee to customer) service components. In order to sustain value creation for multiple stakeholders operating within franchising chains, continual service innovation is essential. Those franchise systems that seize the opportunities afforded to them through innovation will inevitably support value creation within their chains, and solidify their position within a turbulent global environment.

Existing theories for franchising growth and management such as resource dependency theory, agency theory, power-dependence theory, transaction cost economics (TCE) etc. are used to understand and exemplify the very unique nature of the franchising service environment. Although avenues for service innovation in franchising (for example, within service processes, interpersonal interactions, service branding and service system blueprinting, etc.) are plentiful, research must be considered within the appropriate theoretical frameworks that underpin the franchising business model. This is of particular importance if research is to provide a sound theoretical and practical understanding of issues facing academics, practitioners and regulatory bodies associated with franchising.  On this basis, we invite you to contribute to this special issue by submitting papers associated with, but not limited to, original research, comprehensive reviews, theory development, future trends and case studies pertaining to the franchising service sector.

Papers need to focus on service innovation and/or value creation within franchising. However, we are not seeking papers that simply use franchising as a methodological context. We seek papers that adopt an inter-disciplinary approach, integrating known (or the proposal of new) franchising growth and management theory with services theory. Thus, the goal of this special issue is to provide a body of literature that considers the nuances of the franchising service environment and how this impacts on, or integrates with, services theory and practice.
Papers may address areas such as (but not limited to) the following.

-Franchising system design
-Franchise service quality
-Franchising service blueprinting
-Franchisor/franchisee relationships and service interaction
-Franchisee/employee relationships and service interaction
-Franchisee/customer relationships and service interaction
-Creating brand value in franchising
-The role of communications in value creation
-Conflict resolution in franchising arrangements
-Franchise system monitoring
-Comparative studies between franchises and independent service businesses
-Cross-cultural service developments and implications
-Service provision of third-parties (i.e. government agencies etc.) in franchising.

The deadline for submission of papers for this special issue is 30th September 2012.

Submissions to the Journal of Services Marketing are made through the ScholarOne online submission system. Full details of how to submit are available in the journal author guidelines. See:

Guest Editors
Debra Grace
Griffith University, Australia
E-mail: [email protected]

Scott Weaven
Griffith University, Australia
E-mail: [email protected]